British politics is a zoo over Brexit in campaign by The Times

Framestore created CGI wild animals for spot by the Murdoch-owned newspaper

Published On
Feb 19, 2019

Editor's Pick

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."


Feb 19, 2019
Client :
The Times/Sunday Times
Client :
Agency :
Pulse Creative
Producer :
Betsy Kelly
Executive Creative Director :
Robin Garton
Production Company :
Framestore Pictures
Director :
William Bartlett
Producer :
Polly Duplessis
Art Director :
Nick Ellis
Director of Photography :
Thom Hole
Executive Producer :
Helen Hughes
Senior VFX Producer :
Josh King
Head of 2D :
Suzanne Jandu
Lead Comp :
Christian Baker
Lead CG :
David Watson
Lead Modeller and Head of Modelling :
Adam Smith
Director :
Will Bartlett
Creative :
Paul Alderman
Creative :
Andy Peel
Strategist :
Oliver Egan
Strategist :
Andrew Nicholls
Business Director :
Sarah Wood
Chief Marketing Officer :
Catherine Newman
Director of Consumer Sales and Marketing :
Jodie Jenkins
Head of Brand and Campaigns :
Lynne Fraser

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