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Marmite rescues neglected jars in new campaign

Advertising

Posted by Anna Richardson Taylor, 6 August 2013, 12:49    Permalink    Comments (13)

Have you got a neglected, crusty jar of Marmite gathering dust at the back of your kitchen cupboard? It's time to stamp out such neglect, says a new campaign created by Adam&eveDDB.

The amusing Marmite Neglect campaign follows a fictional Marmite Rescue Unit that sniffs out and rescues neglected Marmite jars from a variety of offenders' homes, before re-housing them with loving families.

Shot in the style of real-life animal rescue programmes, with a voiceover from Michael Buerk, the campaign builds on the well-known Love/Hate strapline, urging users to "Love it. Hate it. Just don't forget it."

Beyond the TV commercial, the campaign includes a series of outdoor posters, of snapshots (shot by photographer David Sykes) of kitchen cupboards, with long-forgotten Marmite jars peeking out from behind their larder peers.

The spoof style and superior acting is what makes this campaign particularly endearing, as also in evidence in the behind-the-scenes interviews with the committed Marmite Rescue team, including rookie Callum Howe (see below).

Credits:
Agency: adam&eveDDB
Creative directors: Mike Crowe & Rob Messeter / Matt Lee & Pete Heyes
Creatives: Nick Sheppard & Tom Webber
Agency producer: Chris Styring
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
Editor: Art Jones / Neil Smith @ Work Post
Photographer: David Sykes

 

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13 Comments

ha ha ha! superb.
tim sinclair
2013-08-06 14:38:42


This is brilliant!
elizabeth gill
2013-08-06 14:41:17


Saw this last night, was the first advert to genuinely make me laugh for a long while. Good stuff.
Dan
2013-08-06 16:54:37


I love Marmite and I love this!
Danny Elliott
2013-08-06 17:56:51


Very clever. Marmite... one of my favourite packaging designs of all time!
Mike Garrard
2013-08-06 18:59:20


Kaleidoscopes?! doesn't he mean telescopes.
MrSmith
2013-08-06 21:43:53


This is great!
Rob
2013-08-07 09:06:37


A simple idea well executed, especially the familiarity of the print ad photographs.

I think the accuracy of the advert's Pet Rescue parody (or something more serious, like 999: What's Your Emergency) might mean the subtle humour is lost on some audiences. The 'Callum's Breakdown' video on the Marmite YouTube channel is sailing particularly close to the wind, considering some recent high-profile cases of child neglect.

But I suspect I'm over-thinking it. Made me chuckle!
Ed Wright
2013-08-07 09:56:09


I'm rarely enthused by adverts but this is excellent. Can't believe it's generated 175+ complaints to the ASA whilst homophobic Fosters adverts don't seem to bother anyone.
James Windsor
2013-08-07 14:38:25


It seems in true Marmite essence - people are going to love it or hate it.

Love the Print Ads, Hate the TV Ad.

Although humorous to begin with, it is far too direct (characters/sanctuary etc) and can easily be perceived as making a joke of neglect/abuse.

The TV ads have taken something clever and made it too literal which doesn't work – especially when the happy family then rescue a jar only to take it home, scoop out its innards and devour it... Aaaaah!

A good idea which unfortunately comes across in Bad Taste.
Matt
2013-08-13 15:52:40


I don't think it comes across in bad taste at all.

I do think the TV ad goes on a bit long. it seems to me that the writers had loads of ideas and used too many of them.
Stuart
2013-08-13 16:48:58


Because focusing on neglect and abuse (even if it is a jar) using the RSPCA as its source material isn't in bad taste at all!
Pat
2013-08-14 22:36:56


The advert is very amusing. I found a jar of Marmite at the back of my cupboard, it was about 2 years past the sell by date, it smelled ok , so I tried it on toast.., it tasted better and stronger than the fresh jar..
Carol
2013-10-02 00:32:45


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