Shot in one day last week, the Green party ad campaign featuring children acting as political leaders has attracted nearly 500,000 views across the party’s YouTube, Facebook and Twitter accounts within 24 hours.

The brainchild of ad agency Creature of London the offering has already eclipsed a rival ad from the Labour party featuring actor Art Malik talking about the government’s failings, which attracted under 20,000 views on Labour’s official Facebook and YouTube pages despite being online a day longer.

“The Greens don’t have the budget of a big brand or of the bigger political parties and have a desire to be different and do things differently,” said Dan Shute, co-founder and managing director of Creature. “We wanted to create something memorable that people would talk about and love, and trust me once we had the concept it was certainly not difficult to find material given the state of UK politics.”

The resulting party election broadcast, portraying politicians as a bunch of squabbling kids in an echo of Channel 4’s The Secret Life of 5 year olds, has become an instant internet and social media sensation. “Part of the joy is that we didn’t want it to be too polished,” says Shute. “It is a miracle to get that kind of natural performance from kids.”

The hunt for child actors who could conceivably play “mini-me” versions of recognisable Westminster politicians started a few weeks ago. The brief called for a cast of children that could fit the bill as a “Boris”, a “podgy boy with a shock of white/blonde hair, blue eyes and a posh accent”; a mini “Jeremy” who would be a “sweet looking child on the skinny side with blonde scruffy hair”; and “Zac”, a “tall, preppy boy with dusty blonde hair, blue eyes and a posh accent”.

Playground politics Guardian

“Party political broadcasts are up to five minutes of prime time air and people tend to fill them with politicians or personalities being earnest,” says Shute. “You are not supposed to use a party political broadcast to entertain people.

“When everyone else has agreed the rules of engagement there is a lot to be gained by breaking them. We found ourselves writing satirical political comedy sketches that run on prime time TV.”

Shute says he will be disappointed if the ad doesn’t end out clocking up well over 1 million views, putting it on a par with the agency’s equally well-received “boyband” ad for the Greens ahead of last year’s general election.

Former Labour spin doctor Alistair Campbell called the ad “brilliant”.

Hats off Green Party. PPB is brilliant (though they should have been brave enough to do without drearyspeak at end) https://t.co/DHKaQg16nz — Alastair Campbell (@campbellclaret) April 6, 2016

While Labour MP Liz Kendall, who is seen hiding a red felt pen as leader mini-Corbyn comically holds an inquisition over who is writing nasty notes about him, saw the lighter side with a tweet protesting her innocence.

I SWEAR I didn't do it, Seamus, you can check my handwriting and everything... pic.twitter.com/TkPCCNF158 — Liz Kendall (@leicesterliz) April 6, 2016

Despite being widely-hailed as one of the best pieces of political advertising in years, some have argued that the idea has been ripped-off of an Israeli political campaign featuring prime minister Benjamin Netanyahu poking fun at rivals.

The Israeli ad

Shute says that it is just a coincidence and that he was only made aware of the Israeli ad when the similarity was referenced by some Twitter users.

“I certainly had never seen [the Israeli political ads] before,” he said. “I don’t think anyone in the agency is that versed in Middle East political advertising [to have seen it before].”

Some have criticised the nature of the ad for infantilising and cheapening UK politics.

“For us it is precisely the opposite,” says Shute. “It shines a light on the slightly depressing way politics is handled these days. Politics is incredibly important and it is not being carried out with the respect it deserves. The Greens are absolutely a driver of change and there is no disrespect to politics and political process. For us our brief was to shine a light on political infighting and celebrating the unity of the Green party.”

The latest profile-building ad is a huge boost to the Green party which has struggled to get what the party feels is its fair share of recognition alongside the major parties.

The Greens had to campaign hard for leader Natalie Bennett to be included in the series of leaders’ debates ahead of last year’s general election.

And in December the BBC ruled that the Greens would not be allowed to air any PBBs - broadcasts run outside of elections.



Yet Ukip, which also has just one MP, has been awarded three by the BBC.

“We were bitterly disappointed not to be granted a party political broadcast despite submitting numerous representations challenging the initial decision,” said a spokesman for the Green Party. “Yet we are determined to continue to share Green values and policies. That is why we have launched a Crowdfunder campaign to make an unofficial PPB.

“We have a proud tradition of generating groundbreaking broadcasts. We are delighted that our latest daring, genre-busting party election broadcast has resonated so loudly with audiences.”