Marmite has launched a tongue-in-cheek campaign featuring parents-to-be who are looking to find out whether their babies are lovers or haters–of Marmite, that is.
The “Baby Scan” campaign was created by adam&eveDDB, London, and uses a healthy dose of humor to illustrate that the brand is aware of how divisive its flavor is.
It follows a recent scientific study which revealed that babies could respond to different flavors while still in the womb. Researchers gave pregnant women different vegetables and found that their fetuses responded with varying facial expressions, suggesting that they can experience taste through the amniotic fluid in the womb.
Directed by James Rouse via Biscuit Filmworks UK–with Absolute serving as VFX house–this documentary style spot is set in a hospital’s ultrasound department and follows a number of couples who have come for a scan and are eager to find out some vital information about their baby–whether it loves or hates Marmite.
Ant Nelson, executive creative director at adam&eveDDB, said, “Whether it’s gender, eye color or personality, all expectant parents wonder what traits their children will have before they’re born. ‘Baby Scan’ taps into this truth and answers the most pressing question of all…is my child a Marmite lover or a hater?”
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Credits
Client Marmite Agency adam&eveDDB, London Richard Brim, chief creative officer; Ant Nelson, Mike Sutherland, creative directors; Frances Leach, copywriter; Christopher Bowsher, art director; Nikki Cramphorn, joint head of integrated production. Production Biscuit Filmworks UK James Rouse, director; Benji Howell, producer; Rupert Reynolds-MacLean, managing director & exec producer; Polly Du Plessis, head of production; Tim Steele, production manager; Alex Melman, DP; Thom Hammond, casting director; Selina Wong, wardrobe stylist; Michele Baylis, hair and makeup artist. Editorial Work Editorial Neil Smith, editor. VFX/Postproduction Absolute Post Ben Robards, VFX supervisor/lead 2D artist; Chris Tobin, lead 2D artist; Harvey David, Tommy Coulter-Liston, Richard Greenwood, James Corden, 2D artists; Keith Rogers, Rebekah King-Britton, Oliver Grant, Megan McLean, CG artists; Gustavo Ribeiro, look dev/R&D; Matt Turner, colorist; Chris Batten, Salley Heath, exec producers; madeleine Godsill, producer. (Toolbox: Flame, Nuke, KeenTools Face Tracker, Maya, Houdini, Arnold) Audio Post Factory Jon Clarke, mixer; Deborah Whitfield, audio producer.
In an industry obsessed with awards, some will go to any lengths to win. Once again, Zulu Alpha Kilo (Z.A.K.) is holding up a mirror to that madness with the hilarious release of “Catch Me If You Cannes,” a follow-up to their 2022 satire “Left-Handed Mango Chutney.”
Premiering last strategy at Strategy’s Agency of the Year competition in Toronto, the film was part of the show’s tradition of shortlisted agencies creating self-promo videos. Z.A.K. has often used this opportunity to challenge the industry’s sacred cows and “Catch Me If You Cannes” is no exception.
The film opens inside a high-security prison, where hardened criminals sit in a therapy circle led by a weary counselor. One inmate admits to embezzling millions from a kid’s charity, another confesses to starting a cult that drained his followers’ life savings, and a third boasts about scamming seniors out of their pensions.
Then Jacob, a chief creative officer, nervously shares that he faked a case video for a Left-handed Mango Chutney, referencing the original video from 2022. He admits to faking the quotes, the footage, the results, even the client. The room falls silent. One inmate lunges at Jacob before being restrained by a guard. Even the counselor, whose uncle once worked in advertising, is so appalled that she orders Jacob to be “locked in the hole.”
Like many of Zulu Alpha Kilo’s self-aware satires, the film skewers advertising’s worst habits and taboos.
“The whole awards process is kind of amusing when you step back. We’re asked to make these ‘case videos’ to explain our ideas, and we’ve all seen ones that stretch the facts just a little too far. We wanted to shine a light on this in a tongue-in-cheek way,” said agency... Read More
