LONDON -- The five-year journey to become the UK's prime minister is finally over for Ed Miliband.
The younger Miliband brother, who successfully beat his sibling in a leadership contest following the 2010 election, ultimately failed to win the country over to his particular brand of Labour, resigning in London on Friday afternoon.
Even though his popularity improved over the course of the campaign, Miliband's personal approval ratings always fell short of how his party was performing in the polls. He had good moments, but there were also a lot of lows.
Here's a look back at some of his best and worst campaign moments. Ed Miliband, this is your (UK election campaign) life.
The Lows
That pink bus
Of course the labour women's bus is pink! Does it have free make up inside too? #patronising pic.twitter.com/0D1jFXhjB5— Caitlin Brown (@CaitlinBrownn_) February 12, 2015
Labour might have changed some of their branding to include pink, but the bus, which was touring the UK to talk to female voters in marginal constituencies, totally backfired -- with most viewing it as patronising gimmick.
The final Question Time
Ed didn't have a great performance. Between trying to ask every audience member their name and never getting into the flow of the format, it just wasn't his night. And then he tripped.
Ed Stone
Miliband produced an 8-foot-tall piece of slate with Labour's key election pledge carved into it, in a move out of Moses' playbook. It was a stunt and it didn't go down very well. Cue heaps of mockery.
Wonder what will happen to the #EdStone .... pic.twitter.com/eyGocGVLKv— Sophy Ridge (@SophyRidgeSky) May 8, 2015
Exodus 19:4 And the Lord did spaketh unto Beaker 'You shall inscribeth your half-baked nonsense onto stone.' #EdStone pic.twitter.com/G7BCuIlRKb— Nonjob (@nonjob1) May 3, 2015
Perhaps the stone slab is Ed's way of praying to God for a miracle. #Edstone pic.twitter.com/TFlTnXSAVI— Elected H (@Capt_Facetious) May 3, 2015
The travelling lectern
The lectern was a prop that went everywhere. If he was slated to talk, Miliband plus lectern turned up -- even in a field.
"Under Miliband every field will be provided with a lectern incase he wants to address the grass" @haltosaur pic.twitter.com/gjaQC2nr4a— Ajay Jagota (@ajaykisgroup) April 24, 2015
Russell Brand
This was pretty divisive. It worked well with some, but getting an endorsement from a comedian/actor/activist who waited until the final moments of the campaign, when voter registration had closed, to reverse his stance on voting was a risky move.
He once told you not to vote at all. Now Russell Brand wants you to vote #Labour http://t.co/W5FLXYMQyq pic.twitter.com/I8p3HJKHfq— Stand Up Be Counted (@SkySUBC) May 4, 2015
No group hug
He was the only one left out of the Sturgeon-Wood-Bennett group hug.
Party leaders enjoy group hug as Miliband looks on - video http://t.co/c4IZrDAVgB #ge2015 #BBCdebate pic.twitter.com/4BYFEhoTvS— UK Politics Hub (@UKPoliticsHub) April 16, 2015
The Highs
That face
Miliband nailed the reactions in the opposition leaders' debate, especially in response to UKIP's Nigel Farage.
Miliband's stock response #BBCDebate pic.twitter.com/IuQHxt3dF0— Tim Chester (@timchester) April 16, 2015
Milifandom
He many not have won the election, but he'll always have Milifandom.
Ed Beckham by @superhamps #Milifandom #CoolEdMiliband pic.twitter.com/8t9l6O8uPX— Cool Ed Miliband (@cooledmiliband) April 21, 2015
#MilibandMustWin #milifandom pic.twitter.com/0Xymzy2oUJ— luc [PB] (@luceee_hall) April 21, 2015
We're after the watershed so I'm breaking out the x-rated #milifandom pics pic.twitter.com/ZRKEKP8Bo1— General Boles (@GeneralBoles) April 21, 2015
#JeSuisEd
The awkward way he ate a sandwich back in May 2014 prompted an unflattering cover from The Sun newspaper, which led to a sandwich selfie backlash in favour of Miliband on Twitter Wednesday afternoon.
#jesuisEd pic.twitter.com/gF19pKWC4Q— Natasha Hodgson (@NatashaHodgson) May 6, 2015
#JeSuisEd pic.twitter.com/WiEDXCBpVv— Amanda (@Pandamoanimum) May 6, 2015
He didn't win, but he sure gave us a lot to talk about.
Bonus: The Game of Thrones guide to UK elections (with the real Jon Snow)