Here’s a bold statement: Economic policies are often so convoluted that even the most well-intentioned politicians struggle to explain them in a way that sticks. But one Labour MP has cracked the code—using biscuits. Yes, biscuits. And this is the part most people miss: his video explaining the UK’s debt-to-GDP ratio with stacks of custard creams and chocolate bourbons has racked up a staggering 3.3 million views. Gordon McKee, the MP for Glasgow South, isn’t just going viral; he’s pioneering a new way for politicians to connect with the public in the digital age.
In an era where politicians like Donald Trump and Nigel Farage have mastered the art of short-form videos, McKee’s approach might seem unremarkable. But here’s where it gets controversial: while high-profile figures have long leveraged slick digital content, McKee is one of the first backbench Labour MPs to hire a dedicated digital content creator. This move has sparked a mini-revolution within the party, with colleagues like Leeds East MP Richard Burgon following suit. Burgon, for instance, used 200 packets of Sainsbury’s fusilli to illustrate the scale of £1 billion compared to the average UK salary—a video that’s now been viewed nearly 650,000 times.
But why biscuits and pasta? Because the way people consume information has shifted dramatically, yet many politicians are still stuck in the past. McKee points out that while only one student at a recent high school visit read a newspaper daily, every single one was on Instagram. This disconnect isn’t just a generational gap—it’s a communication crisis. Labour seems to be catching on, with Keir Starmer announcing a “significant investment” in digital campaigning training for MPs. Internally, the party has launched “Operation Second Term,” a modernization effort that includes social media and an app called Labour One, acknowledging that the strategies of 2024 won’t cut it in 2029.
Yet, not everyone is convinced. Some argue that government-led efforts to modernize communication risk feeling too scripted. Loughborough MP Jeevun Sandher, an economist, prefers a more organic approach. His James Bond-themed video explaining government bond rates was produced with just a smartphone, a ring light, and his parliamentary team. “I’d love it if people read my 2,000-word essays,” he admits, “but they don’t. You have to find a way to be engaging.”
Even cabinet members are getting in on the action. Housing Secretary Steve Reed hosted an “ask me anything” session on Reddit, while Energy Secretary Ed Miliband—a longtime vertical video enthusiast—used ASMR to promote a government announcement on small modular reactors. But here’s the real question: Are these efforts genuinely bridging the gap, or are they just flashy distractions?
McKee argues that the left faces a unique challenge. While right-wing figures like Farage excel at delivering clear, simple messages, progressives must balance complexity with accessibility. “The task is to articulate a realistic yet ambitious argument in an interesting way,” he says. But is that even possible? And more importantly, are politicians willing to sacrifice nuance for virality? Let’s discuss—do these creative approaches strengthen democracy, or do they oversimplify critical issues? Share your thoughts below.
