As the UK’s original deadline to leave the EU loomed, the government was in disarray over negotiations, which dragged on and on and were incomprehensible to much of the public. With the constant braying, territorial divisions and infighting, the atmosphere in the House of Commons began to resemble a zoo. Capturing the mood of the nation, the 'Politics. Tamed.' TV commercial portrayed politicians as animals. Order was not restored until the lion and the unicorn – from The Times masthead – entered proceedings.
Philosophy
Politics. Tamed. was the promise of the campaign. In all of the places people would expect to see MPs, they instead saw political animals. Animals known for characteristics we so often see in our politicians. Led by a remarkable piece of film, set within Westminster, these political animals were all over TVs, buses, taxis, social media feeds, and radio. Each execution positioned The Times and The Sunday Times as a guide through the incomprehensible chaos.
Problem
Politics has always been subject to the laws of the jungle, but more than ever in early 2019, the House of Commons resembled a zoo. With so much noise and conflicting information available as Brexit edged ever closer, the British people were confused and looking for a way to make sense of the mess. The Times and The Sunday Times have brought clarity and balance to politics since 1785, so we sought to remind people that the newspapers offer all the guidance and analysis they need.