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Transport For London

Who Dunnit?


Who Dunnit? WCRS, Gorgeous and The Mill done it. They made a Cluedo inspired spot as part of a campaign by Transport for London to raise awareness of cyclists on the road. It was directed by multi-award-winning director and founder of Gorgeous Enterprises, Chris Palmer, who finished the spot in Flame with Neil Davies at The Mill.

In a classic gathering of murder suspects in a drawing room the ad aims to make drivers and cyclists aware of just how easy it is to miss something you're not looking for, and by extension to not see one another on the road. The detective quickly deduces from the line-up of maid, butler, Lady, that it was Lady Smyth who had bludgeoned her husband to death with a blunt instrument. It is then revealed that 21 details, including the actor playing the corpse, had been changed during his summary.

The human brain is such that first-time viewers would probably follow the narrative rather than notice the changed details.



  • Agency: WCRS
  • Producer: James Letham
  • Creatives: Kit Dayaram, Tom Spicer


  • Production Company: Gorgeous
  • Director: Chris Palmer
  • Producer: Rupert Smythe
  • Director of Photography: Ian Foster


  • Editing Company: The Quarry
  • Editor: Paul Watts

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Gemma Smith
  • 2D Lead Artists: Neil Davis
  • Colourist: Seamus O'Kane
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11-14 Windmill Street,
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Tel: +44 20 7287 4041

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