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
A Last Resort A Last Resort
Comedy 2022 17 mins
Rose is desperate to celebrate her 60th birthday in style, but her daughter Genevieve is struggling to ignore some recent tragic news about her mum.
Hard, Cracked the Wind Hard, Cracked the Wind
Horror 2019 17 mins
A haunting with words is the lure between life and death for a young Cornish poet.
Seagull Seagull
Horror 2022 6 mins
Seagull is a recovering drug addict who is about to have a very strange night on The English Riviera.
The Walk The Walk
Drama 2023 12 mins
Adeel Akhtar portrays a man on a weekly trek to his nearest JobCentre, entering a state of purgatory through barriers put in place by the system.
Octopus Octopus
2021 13 mins
Upon returning to her home town for a funeral, a young woman reconnects with the friends she left behind.
The Ice Tower - Extended Q&A The Ice Tower - Extended Q&A
Inside Film 2026 36 mins
Writer-director Lucile Hadžihalilović explains how she spun her own dark fairytale out of Hans Christian Andersen's Snow Queen.