"This is anything but reassuring and motivating, all it does is underline concerns.
"We should be thrilled about breaking free from COVID, not fretting about the process. That's what the vaccination campaign needs to centre on.
"The vaccination campaigns in New Zealand and Singapore are both upbeat, positive and use music to stress that a vaccine will bring both you and the community freedom.
"Vaccination matters for freedom and for economic recovery. The ad campaign has been misdirected, is boring and needs to be fixed by a competent communicator.
"If I was running it I'd use a music track like Queen's 'I want to break free' to tell the positive story."