Cameron's "let sunshine win the day" speech

In a move bound to be seen as a reaction to heavy media criticism of the lack of substance in what has been christened his "sunshine" speech, David Cameron called a press conference several hours later to announce his move against rain.

"This shows how joined up we are in our policy thinking. Substantive on the issues that matter. Not just promoting sunshine, but tackling its enemies," said Mr Cameron.

"I know some traditionalists will always associate rain with Englishness, but we must move forward. We can only become the party of the centre ground by renouncing rain and the causes of rain.

"Young people know that with climate change and global warming coming, it is no longer possible for a socially responsible, moderate, modern party to hanker for the old days of rain. More sunshine, less rain is what the modern world is about."

'Sunshine good for the troops'

Speaking in a carefully chosen indoors location, designed to symoblise the action ordinary people can take against rain, Mr Cameron said: "Being for sun and against rain is what the modern Conservative party is about. That is after all why I voted to send our troops to Iraq. More sunshine and less rain is good for our troops."

Mr Cameron drew a contrast between his optimism and opposition to rain and the views of the Chancellor of the Exchequer, Gordon Brown:

"I have no doubt that dour, Scottish Mr Brown is a fan of rain. But the solid ground where people are is dry ground."

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Mr Cameron dodged questions as to whether combating rain would mean tax cuts:

"This announcement is about building our policies on firm, dry foundations. I'm optimistic about the future for warm, dry families. But now is not the time for detail. That can wait until after the election."

The announcement is likely to be good news for the makers of sunglasses but this may raise renewed questions about the relationship between Mr Cameron, his staff and certain businesses.

CONSERVATIVE WEEK Sunday Senator John McCain David Cameron Monday Hot topic: Marketing to children Public services debate David Davis, Crime debate Hot topic: Cheap flights Environment debate Tuesday Hot topic: Alcohol and drugs Social justice debate Business in society George Osborne, economy William Hague, Liam Fox, foreign affairs Devolution debate Wednesday Culture of creativity Hot topic: Globalisation Global poverty debate Leader's speech Analysis: Taxing problems

The Financial Times has previously reported close links between companies endorsed by Mr Cameron and his staff, whilst ConservativeHome, an independent Conservative blog, has also raised questions about Mr Cameron and product placement.