Lads’ pin-up stars in Marmite film

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.

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

ahead.



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

disgust.



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

coffee.



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

OMD.



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.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).