The history of political campaigns is a pretty boring story. Scary threats and big promises made by “authoritative” voices, each with a catchphrase cliché at the end. One party’s political campaigns stand out in this history though. Since 2015, the UK Green Party’s campaigns have walked on the wild side. And they’ve all been created by agency Creature in London.
There was the kindergarten broadcast:
And the boy band music video:
All mad. All with an incisive kick.
This year, there’s something even madder, even more incisive – a shopping channel segment called Quick Win TV, the “go to place for every politician in need of votes”, in which the hosts present various wares to help inauthentic politicians, such as the Faux-sterity Edition Budget Briefcase and the NHS Calculator – a calculator that will always calculate an impressive number of nurses you can pledge to inject into the NHS, regardless of reality.
The tone is full of fun, but there is a darker side. These “jokes” have in fact been used by politicians as recently as the last election – if not since.
The bold parody campaign is actually tackling, head-on, the lack of trust that is felt towards the majority of political parties, and sending a message to the public that these Quick Win tactics are the antithesis of what the Green Party stands for. Sian Berry, co-leader of the Green Party and Green candidate for London Mayor features in the broadcast.
Gemma Walker , head of communications for the party, explained, “Quick Win politics is what we’re seeing everywhere we look at the moment and everyone is just tired of it. The takeaway from this film is that the Green Party is where people can feel confident to put their trust and their votes if they want to see things that matter actually getting done in their communities. We deliver what we say we will and don’t rely on spin to get people to believe in us.”
Dan Cullen-Shute, chief executive officer and founder of Creature, added, “In a political world that’s somewhat lacking in consistency or common sense, the Green Party continues to show its enviable commitment to both – not least in bringing us on board to make another Party Political Broadcast, which we were as excited to do as we’ve ever been. And, as ever, we couldn’t be more proud of what we’ve produced with that brilliant gang.”
Ntropic executive producer, Laura Livingstone, commented, “Our team in the US and UK really came together to realise the overall creative vision. Not only was it a perfect project for KAM — ripe for her to get the performances, to nail the distinct humour, and achieve the specific look — it was also a gem of a project and a brilliant agency creative team on board. Working with such great people helped us pull out all the stops to create this wonderful film.”
The film went to air on Thursday, February 13 on ITV at 6.25pm and BBC One at 6.55pm
Creative Agency: Creature
Creative Directors: Ben Middleton & Stu Outhwaite-Noel
Associate Creative Directors: Steven Dodd & Josh Dando
Chief Strategy Officer: Andrew Gibson
Head of Production: Kristie Girvan
Account Director: Sian Richards
Production Company: Ntropic
Producers: Zoë Waller & Laura Livingstone
Sound: Mark Hills @ Factory
Music Company: Siren
Composers: James Collins & Fiachra Oireachtai