Ken Skates just compared the Welsh Labour cabinet to the Fellowship of the Ring. If you’re a fan of J.R.R. Tolkien, you might find that either hilarious or deeply worrying. Most politicians stick to dry metaphors about "building bridges" or "steadying the ship," but the Transport Secretary decided to go full Middle-earth during a recent briefing. It wasn’t a throwaway line. He leaned into the idea that this new Welsh government is a diverse band of travelers on a perilous quest to save the country.
The comparison came as First Minister Eluned Morgan looks to reset the narrative after a chaotic year in Cardiff Bay. Let’s be honest. The last few months for Welsh Labour have felt less like a heroic quest and more like a messy divorce. We’ve seen leadership contests, bitter resignations, and public rows over 20mph speed limits. Skates is clearly trying to inject some much-needed camaraderie into a team that has looked fractured for a long time.
Is this a stroke of PR genius or a sign of a government that has spent too much time in the "Cardiff bubble"? Probably a bit of both. By using such a vivid image, Skates is signaling that the internal fighting is over. He wants us to believe they’re now a unified front. But if you know the books, the Fellowship didn't exactly have an easy time. They broke up, got lost, and half of them spent the sequel screaming at each other across different kingdoms.
Why the Fellowship metaphor matters for Welsh Labour right now
Metaphors in politics usually serve one purpose. They simplify a complex mess into a story people can actually remember. Welsh Labour is currently trying to manage a transition that feels incredibly shaky. Eluned Morgan didn't win a traditional election; she was the "unity candidate" who stepped in when things fell apart.
By calling the cabinet a "Fellowship," Skates is trying to frame their lack of a unified ideology as a strength. In Tolkien’s world, you had elves, dwarves, and men who hated each other but worked together for the greater good. It’s a direct plea for party discipline. He’s basically telling his colleagues to stop the leaking and the briefing against each other. If they don't stick together, the "Ring" (power in Wales) will be lost.
It’s also a way to humanize a group of people who often come across as bureaucratic. Politics in Wales can feel quite grey. Throwing in a reference to Gandalf and Frodo adds a splash of color, even if it invites a lot of jokes about who gets to be the Orcs.
The big challenges facing the new cabinet
Talking about epic quests is easy. Fixing the Welsh NHS is hard. The reality is that the Welsh Government is facing some of the worst waiting times in the UK. They’re also dealing with a massive backlash over transport policies.
Skates himself is at the center of this. As the man in charge of transport, he’s the one who has to handle the fallout from the 20mph default speed limit. That policy has become a lightning rod for every bit of frustration people feel toward the Senedd. It doesn't matter how much you talk about Aragorn if people can't get to work on time or see a doctor.
The "Fellowship" has to deliver on three main fronts:
- Fixing the transport mess without looking like they're doing a total U-turn.
- Cutting down those eye-watering hospital waiting lists.
- Proving that the Senedd is still relevant to people living outside of Cardiff.
If they fail on those, the metaphor will come back to haunt them. Critics are already pointing out that the Fellowship ended up in a bit of a disaster at Amon Hen. You don't want your government to be remembered as the one that let the Uruk-hai win.
The Eluned Morgan effect and the unity mission
Eluned Morgan has a very different style than her predecessors. Mark Drakeford was the academic, cautious and detailed. Vaughan Gething’s tenure was overshadowed by campaign donations and transparency issues. Morgan is trying to be the listener.
She has spent her first few weeks on a "listening tour" of Wales. It’s a classic move to rebuild trust. Skates’ comments support this new vibe. He’s emphasizing that the cabinet is a team of equals now. No more "l'état, c'est moi" energy.
But unity is fragile. Labour in Wales is a broad church. You have the more radical left-wingers and the pragmatic centrists. Keeping them in the same "Fellowship" requires more than just Tolkien references. It requires actual policy wins that satisfy both camps.
Can a geeky metaphor actually fix a brand
Probably not on its own. But it does show a shift in communication strategy. Welsh Labour is realizing that they’ve become boring to some and annoying to others. They need to change the way they talk to the public.
When a minister uses a pop-culture reference, it’s a gamble. It can make them look "cringe" or out of touch. Or, it can make them seem like human beings who actually watch movies and read books. For Skates, this is about personality. He’s one of the more effective communicators in the cabinet, and he knows how to get a headline.
The real test comes with the budget. That’s when the "Fellowship" usually starts arguing about who carries the heavy stuff. Wales is facing significant financial pressure. There isn't enough money to go around, and every department is screaming for more. That’s when the "unity" usually hits the floor.
What you should watch for next
Don't get distracted by the hobbit talk. Watch the actual legislation. The government is under pressure to show results before the 2026 Senedd elections. That’s the real deadline.
Keep an eye on the revised speed limit guidance. Skates has promised to empower local councils to change roads back to 30mph where it makes sense. If that process is slow or difficult, the "listening" narrative will die a quick death.
Also, watch the internal polling for Welsh Labour. If they don't see a bounce from this leadership change, the knives will come out again. Political fellowships are notoriously fickle. One bad set of results and everyone starts looking for the nearest exit.
If you're following Welsh politics, keep the focus on delivery. Metaphors are great for a Tuesday morning press briefing, but they don't fill potholes or hire nurses. The government needs to prove they aren't just characters in a story, but leaders with a plan. Check the local council updates on road changes in your area. That’s where the real "quest" is happening right now. Reach out to your MS if the transport changes aren't happening fast enough in your town. They need to know the "Fellowship" is being watched.
