The election was a major defeat (8 seats lost, 15% fewer won than in 2003) for the Social Democrats, and sparked an internal investigation. The party conducted a campaign that had a simplistic anti-Conservative message. Meanwhile, the trade union SAK, strongly associated with SDP, conducted a similar anti-Conservative campaign. The association between the two organizations was abundantly clear, as the SDP's chairman Eero Heinäluoma was a former SAK director. The campaigns failed spectacularly, and according to the internal investigation, the attempt to challenge the Conservatives was a failure. One TV commercial, which showed a capitalist devouring a meal and laughing how "workers do not vote", drew widely publicized criticism even before its launch, when the TV commercial was shown in news (and on YouTube). The SDP's internal investigation also pointed out that the party's campaign promises had poor credibility, since the SDP had been in the government for years but (at least perceivably) had not delivered on them. For example, the SDP chairman Eero Heinäluoma had prevented a rise in the student benefit.