British politics, mired in Brexit negotiations and party infighting, is depicted as a zoo full of wild animals in a new campaign from The Times and Sunday Times newspapers.
Set to the well-known "Talk to the Animals" song of "Dr Dolittle" fame, a TV spot sees monkeys, sheep, rats, snakes, hyenas and chameleons adorning the famous green benches of the House of Commons. Their incomprehensible gibbering represents the fact that the Brexit negotiations are virtually incomprehensible to much of the public. Only the lion and the unicorn, from the royal crest in The Times’ masthead, bring order to proceedings.
The ad, seen here, was created by Murdoch-owed newspaper's in-house agency, Pulse Creative, while Framestore director William Bartlett worked on creating the animals using CGI, a process that involved a 3D recreation of the House of Commons chamber.
An accompanying OOH campaign will see the political animals on buses, taxis and digital media (it kicked off last week with a projection of the zoo scene onto the Houses of Parliament). The campaign is being promoted by the hashtag #PoliticsTamed.
Chief Marketing Officer of The Times and The Sunday Times Catherine Newman says in a statement: “Right now there is so much information from so many sources it's hard to make sense of it all. The Politics.Tamed campaign aims to address this. The Times has been making sense of politics since 1785, so when people don't know where to turn, we want to remind them that The Times and The Sunday Times offer the guidance and analysis they need."