It's arguable that more front pages of The Sun have achieved legendary status than those of any other national newspaper. Tomorrow morning's Labour's Lost It splash may not quite be in the immortal class, but nonetheless it's one that will be much discussed in the corridors of Westminster and beyond.
It cleverly echoes the most famed of the tabloid's political front pages - It's The Sun Wot Won It, which followed John Major's 1992 election defeat of Neil Kinnock and the paper's brilliant 'Lights Out' splash two days earlier.
The timing too is significant. The Labour PR machine will be devastated that Gordon Brown's barnstorming conference speech has been so drastically undermined by a paper that remains hugely significant not simply because of the size of its readership.
How they would have loved one of the Blair love-in pages that occasionally characterised The Sun's relationship with New Labour under Stuart Higgins and Rebekah Wade.
Not that the editor in this case will have made the call. Rupert Murdoch may not be quite so hands on with his London editors as he once was, but there'll be little doubt that this is his decision rather than a bold statement by new editor Dominic Mohan.
The Sun changing its political allegiance may not have the impact that it did 12 years ago, but it's still an important indicator of the public mood. Murdoch has a great track record in not backing losers.