Gordon the ordinary (well that's the idea)

Serious: Gordon Brown deep in conversation

He has never appeared overly concerned about his public perception as a dour Scotsman.

But with the keys to Number 10 almost within his grasp - and an election to win if he wants to keep them - it seems Gordon Brown has been persuaded to pay more attention to his image.

The Chancellor, who is often seen as lacking the common touch, has issued a series of photographs which aim to present him as being in touch with the man in the street.

He is pictured rubbing shoulders with commuters on the Tube, chatting to children and teachers at a primary school and leaning casually on a door frame as he takes a call on his mobile.

There is even a rare smile on Mr Brown's lips as he sits beside his wife Sarah on a window seat in the home of a Labour activist as he prepares for "an audience with" appearance in Brighton.

Athough he is keen to present a more approachable image, it seems the Chancellor is also determined to maintain some gravitas.

There are several shots of him in deep conversation on his phone and one of him gazing thoughtfully out of a train window.

Photographer Tom Stoddart -who trailed Tony Blair during the 1997 election campaign - was enlisted to document Mr Brown's tour of the country last month.

The Chancellor's advisers are keen to give him a warmer image, fearing that Tory leader David Cameron is ahead in the "man of the people" stakes.

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Mr Cameron has been quick to exploit photo opportunities, although some of the results have been criticised as stage-managed and unconvincing.