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- Agency: Adam&eveDDB
- Location: London
- Client: Marmite
- Name: End Marmite Neglect
- Category: Film
Why I like it: What a delight it must be to work for a product that so gleefully accepts its polarizing image. Most people haven’t tried Marmite (myself included): it’s a spread for food/bread, supposedly very dark, strong and salty. The taste is not for everyone, and the brand has taken this to heart by acknowledging that “you either love it or you hate it.” In the latest campaign, they expertly parody pet-rescue reality shows to highlight the shocking truth: “Unloved and forgotten, thousands of Marmite jars across the UK are being neglected. This year alone, over 1 in 10 Brits admit they haven’t opened their jar in over three months.” As with all parodies, the beauty is in the details, which are captured here in all their glory – the shame, the self-righteousness, the misery, the mock drama…Yet all of these details are not self-serving, they are there to highlight the product in all its divisive glory. The brutal honesty is capped with the campaign tagline, which implores you to love the product, hate it…just don’t forget it. Refreshingly honest, expertly executed, delightfully cheeky, in a very British way. Loved it!
Bonus content: This is but one introductory video to a larger set of content, where they take the reality show concept further (interviews with the new recruit, the neighbors, etc.) If you like the above check out the link below.