An overt rightward swing by the prime minister's Social Democrats is the talk of the Danish political world following the release of an ad campaign highlighting the party's immigration policies.

A campaign featuring PM Helle Thorning-Schmidt touting her party's harder line on immigration debuted on Sunday, anchored by a poster saying "If you come to Denmark, you need to work."

The other poster in the campaign highlights the party's "strict asylum rules and more requirements of immigrants".

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