BMP DDB launches a campaign for Bestfoods’ Marmite next week,
spearheaded by a television commercial starring the actress, Alex Gains,
a regular pin-up in many lads’ magazines.
Continuing the ’love it or hate it’ theme of recent years, the latest
work takes the core idea on to a new level.
In ’apartment’, Gains returns to her flat with a young man she is eager
to impress. She invites him to sit down and seductively offers him a
coffee, which she goes into the kitchen to prepare.
The young man, while not quite a nerd, is overwhelmed by his luck at
pulling such an attractive woman. He looks round the room, barely able
to contain his excitement at the prospect of the romantic moments
Gains returns from the kitchen and, taking the initiative, starts
eagerly kissing her beau. Moments after they lunge at each other,
however, the boy pulls away, coughing and retching with complete
The camera pulls away from the scene on the sofa as the familiar tune
from Marmite ads, Low Rider by War, begins to play. Panning back to the
kitchen, we see a half-eaten bagel smeared with Marmite, revealing that
Gain has sneakily snacked on her favourite spread while preparing the
A jar of Marmite sits next to the remains of the bagel and the words
’you either love it or hate it’ appear on the screen.
The spot was written and art directed by Dave Buchanan and Mike Hannett,
and directed by Paul Goldman through 2AM films.
Marmite also launches a national 6-sheet poster campaign next week,
using the 70s ’Love Is’ cartoon characters created by Kim. The little
boy is holding a jar of Marmite and smiling next to the words ’love is’,
while the girl is scowling beside the words ’hate is’. The poster was
art directed by Dave Masterman and written by Ed Edwards.
Media for the campaign, which runs until February 2000, is bought by BMP
BMP’s ’love it or hate it’ theme first appeared in Marmite’s advertising
more than three years ago. A spot called ’promotion’, set outside a
supermarket, has been running for two years.