'Too many MPs use obscure political language. I prefer to be straightforward with biscuits'

Among political nicknames, few are as memorableor as unusualas Biscuit Boy. Gordon McKee, the 31-year-old MP for Glasgow South, has spent the week navigating Westminster and Whitehall ahead of Budget day while colleagues teasingly call him by this new moniker.

Its true, McKee admits. It could be worse. While not the most original, the nickname reflects the public attention he has recently garnered.

On Monday morning, just before elevenses, McKee released a short video explaining Britains economic situation in clear, accessible terms. Using only packets of custard creams and bourbons as visual aids, he outlined the debt-to-GDP ratio and why the UK struggles to manage its debt compared with countries like France, the USA, and Japan.

Over 102 seconds, McKee summarized decades of economic history, including the impacts of the 2008 financial crash and the Covid pandemic, ending with a pointed question about government spending on debt repayment versus defence. The clip has now been viewed by 3.2 million people on X alone, with additional uploads on TikTok and Instagram. Comments ranged from praise for his clarity to surprise that a Labour MP produced such content.

Following the first video, McKee uploaded a second calling for a wealth tax. Despite this, he remains a committed Labour MP, emphasizing the need to make economic discussions relatable. Theres a lot of jargon about fiscal rules, debt, and markets that most people, even in politics, dont understand, he explained. The Budget was partly about Britains fiscal position, so I wanted to make it understandable.

McKee originally considered using poker chips for the demonstration, but his part-time videographer suggested biscuits, which proved more engaging. The video quickly spread within Westminster, with colleagues sharing it widely and even expressing envy at his creative approach.

His method inspired others. Labour MP Richard Burgon later created a video using pasta to illustrate billionaire wealth accumulation. Although it drew attention, it was seen as a weaker imitation of McKees viral clip. McKee remained diplomatic about the comparison.

This success is part of a broader pattern. McKee has previously used creative video approaches to explain policy, including a segment on VAT in private schools illustrated with Eton Mess, and a housing discussion via Minecraft. His focus is on retention: viewers watch engaging content while absorbing complex information.

With his energetic style and approachable demeanor, McKee combines the qualities of a modern communicator with the practical understanding of politics. Born in 1994, he spent his teenage years immersed in video games, studied computing science, and even developed iPhone apps before entering politics. He approaches the political landscape with a fresh perspective, often ignoring traditional communication rules.

McKee has also highlighted Labours historical underuse of social media, contrasting it with figures like Nigel Farage, Robert Jenrick, and Zack Polanski, who have leveraged online platforms effectively. Most young people consume content online, and for too long we ceded that space, he explained.

He critiques government communications as outdated, with too many press officers and too few digital specialists, and notes a generational divide in attitudes toward social media. Politicians once competed for TV airtime. Now we compete with viral videos and memes. Capturing attention requires creativity, he said.

Despite acknowledging the effectiveness of populist figures like Farage, McKee insists that progressive politicians can communicate complex ideas compellingly. The challenge is not to oversimplify but to engage people in an interesting way, he said.

McKees approach has drawn attention and sparked conversation, proving that simple, relatable content can make a real impact. Just be genuine, he advises. Communicate what you believe in, and people will listen.

Analysis: The Rise of "Biscuit Boy" and Modern Political Communication

Gordon McKee’s recent viral success illustrates a shift in political communication, emphasizing clarity, relatability, and digital engagement. By using everyday items like biscuits to explain complex economic concepts, McKee bypasses traditional political messaging channels and connects directly with the public.

The attention his videos have garnered—3.2 million views on X alone—underscores the appetite for accessible explanations of policy issues. McKee’s approach contrasts with the conventional methods still prevalent in Westminster, where press releases and formal statements often dominate. This innovation highlights the generational and strategic divide in political communications, as younger audiences increasingly consume content online.

McKee’s method has already inspired peers, demonstrating the potential for creative educational content to influence public understanding. His focus on retention—making complex information digestible while engaging viewers—is particularly relevant as debates around government spending, taxation, and fiscal responsibility remain central in the public sphere.

Ultimately, McKee’s example shows that effective political messaging today is less about media appearances and more about the ability to convey substantive ideas in ways that resonate digitally. It reinforces the idea that modern politicians must adapt to online platforms to remain relevant and influence public discourse effectively.

Sources:

• ‘Too many MPs hide behind weird politician language. I use biscuits’