Elections advertisements

For my friends who are interested in politics, saw this elections advertisement. I'm not sure what Tony Blair was doing or, for that matter, Jiři Paroubek, was doing in this advertisement. Does it benefit either of them to be seen together?

For Tony Blair, sure few people in the UK will see this advert from the Czech Republic, but really does he want to connected to a party (Czech Social Democratic Party - ČSSD) that is likely to lose the next election (according to recent polls). And Paroubek, does he really want to look so desparate that he has to get someone from outside to endorse his party? Or does he want someone to endorse his party who is on his way out as PM?