This film is part of Free

House That John Built
Empire buying begins at home: John Bull gets a makeover in this cartoon promoting British farmed goods
Overview
The iconic John Bull figure makes an engaging turn as a hunky farmer in this 1920s animated short. The recently established Empire Marketing Board saw animation as useful tool to promote the value of British farmed goods to the nation's economy. The popular nursery rhyme about Jack’s house is adapted to give a neat structure to a seemingly simple tale that hides a complex reality of tariff reform and protectionism.
Established in 1926 by Stanley Baldwin's Conservative government, the Empire Marketing Board put film very much at the heart of its publicity strategy for British Empire goods. It's best known as a key part of the new school of British documentary filmmaking established under the influence of John Grierson, who made films such as Drifters (1929). Although a number of politically sponsored cartoons were produced in the late 1920s, the trend quickly dissipated. Animation would form part of the strategy of the EMB's successor, the GPO Film Unit, but in very different shape - that of the more avant-garde delights of Len Lye and Norman McLaren.
Related

John Bull's Animated Sketchbook No. 4 John Bull's Animated Sketchbook No. 4
Animation & Artists Moving Image 1915 5 mins Silent
An animated recreation of the sinking of the Lusitania is the centrepiece of this pioneering mix of comedy, satire and outrage in cartoon propaganda.

Oh'phelia A Cartoon Burlesque Oh'phelia A Cartoon Burlesque
Animation & Artists Moving Image 1919 10 mins Silent
To bob, or not to bob? That is the question for Ophelia in this early animated Hamlet, starring a far from gloomy Dane

The Right Spirit The Right Spirit
Animation & Artists Moving Image 1931 9 mins
Don’t judge a book by its cover but do judge a political party by its garage in this Conservative cartoon from the height of the depression.

Giro the Germ Episode 1 Giro the Germ Episode 1
Animation & Artists Moving Image 1927 8 mins Silent
The germs in this silent 1920s cartoon seem to have caught the Flapper bug

The Latest News The Latest News
Animation & Artists Moving Image 1904 1 mins Silent
The “Bill Bailey” punchline might have lost its meaning over the years, but this comic gag short features some of Britain’s earliest animation

Animated Putty Animated Putty
Animation & Artists Moving Image 1911 4 mins Silent
Long, long before Wallace met Gromit filmmakers performed malleable magic to bring clay to life

Lois Burwell on movie makeup Lois Burwell on movie makeup
Inside Film 2013 17 mins
Lincoln, Braveheart and Magnolia make-up artist Lois Burwell explains how she created some of her most iconic looks, as part of a BAFTA Masterclass.

Gabriel Yared on composing for film Gabriel Yared on composing for film
Inside Film 2013 11 mins
Composer of The Lives of Others, The English Patient and Betty Blue on intimacy and experimentation.

Screenwriters' Lecture with Brian Helgeland Screenwriters' Lecture with Brian Helgeland
Inside Film 2012 27 mins
L.A. Confidential's screenwriter explains why he thinks writer's block is a myth, and reveals Clint Eastwood's unique powers of persuasion.

Screenwriters' Lecture: Peter Straughan Screenwriters' Lecture: Peter Straughan
Inside Film 2012 mins
Tinker Tailor Soldier Spy's adapter reveals his quest for "the poem of the book" and the importance of simplicity: 'Drain the pond to find the fish'.

Barry Ackroyd (Masterclass) Barry Ackroyd (Masterclass)
2013 61 mins
British cinematographer of The Hurt Locker, Captain Phillips, Hillsborough and Riff Raff reviews the art of the moving image.

Olivier Assayas (Masterclass) Olivier Assayas (Masterclass)
Inside Film 2010 41 mins
Irma Vep writer/director Assayas moved from film journalism to filmmaking – a fascinating journey told with disarming honesty to Jonathan Romney.