Brexit bus was marketing triumph – and a political own goal

Channel 4 is promising to lift the lid on Brexit tonight (Monday) with a film starring Benedict Cumberbatch as Dominic Cummings, the mastermind behind the successful Brexit campaign.

The ever-ingenious Taylor Herring is promoting it with C4’s version of the notorious Brexit bus, the one claiming that Brexit would deliver £350m a week to the embattled NHS (it won’t.) With his now-notorious slogan “Take back control.”

Here’s Cummings unveiling the original to those two political titans Boris Johnson and Michael Gove.

You couldn’t make it up.

Clever by C4 and its PR agency though.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.