Fred, an Eerily Lifelike Android, Visited a Pub to Promote WestWorld (and the Robot Uprising)

Now TV's stunt hypes Season 2 of the sci-fi hit

'Fred' may not be as convincing as the bots in WestWorld, but he's still got a lot to say. Now TV
Headshot of David Griner

Fred’s just a normal bloke with normal thoughts: He hates sunny weather, thinks humans are inferior to machines and randomly asks strangers if they’d like to meet their maker.

OK so maybe he’s a bit of a sociopath, but that’s apropos for his role as a spokes-robot promoting the upcoming Season 2 premiere of WestWorld.

Now TV, which streams the show for British audiences, worked with stunt-savvy PR firm Taylor Herring to commission Fred, a generally lifelike android built by five specialists from Engineered Arts and then dropped into London’s Prince Alfred pub recently to freak out a few customers.

Modeled on a real Londoner named Tedroy Newell (who praised the likeness but called it “a very, very strange experience”), Fred took 12 weeks to build and was made from a metal skeleton, silicone skin, real hair and acrylic eyes. Once complete, he was placed in the pub, surrounded by hidden cameras and unleashed on the pint-drinking public.


While really more a puppet voiced by a controller out of sight than an AI abomination, Fred is still impressively, uncomfortably lifelike, thanks to the extensive craft that went into the project. Check out the behind-the-scenes video and photos below for more:


Taylor Herring

Taylor Herring

Taylor Herring

Taylor Herring

Taylor Herring

Taylor Herring

Real-life Londoner Tedroy Newell reviews his replicant.
Taylor Herring


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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