EU’s longest-serving leader hopes to retain power by telling voters the main threat to country comes from Kyiv

Paid for by its rightwing, populist government and generated using AI, the billboards – showing Volodymyr Zelenskyy and EU officials with their hands outstretched – blanket Hungary. “Our message to Brussels: We won’t pay!” the taxpayer-funded advert reads, echoing the messaging woven through spots on radio, television and social media.

It’s a nod to the election strategy that Viktor Orbán, the EU’s longest-serving leader, has unleashed as he lags in most polls before upcoming elections: convincing voters that the country’s greatest threat is not fraying social services, the rising cost of living or economic stagnation, but rather the neighbouring country of Ukraine.