Unilever’s Marmite has called on loyal fans in the U.K. to spread the love in its new cross-border campaign created by adam&eveDDB London and New York. The Unilever brand is going to extreme lengths to get jars of the sticky breakfast spread into the U.S. for desperate British expats hankering for their Marmite fix.
Surveys regularly show that Marmite is one of the most missed products by expats, and right now, over 700,000 Brits living in the US have little or no access to Marmite. So, for this new campaign,”Smugglers,” Marmite is recruiting daring volunteers in the U.K. to sneak the spread into the U.S. in a trans-Atlantic show of support for expats.
This 90-second exposรฉ-style “Smugglers” film reveals the extent of the Marmite drought in New York, and documents the lengths that real Marmite smugglers are going in order to spread the supply across borders.
Willing smugglers have been hauling jars of Marmite on their flights to New York, and are instructed to hand over the goods upon their arrival stateside. As a thank you for their selfless act, each smuggler has received a special edition ‘Smuggler’ jar of Marmite.
Within the first 48 hours of the campaign, Marmite received over 500 applicants willing to help spread the Marmite love.
Henry-Alex Rubin directed this spot. He is appropriately enough with production house SMUGGLER.
Richard Brim, chief creative officer at adam&eveDDB, said, “The one thing Sting failed to mention whilst being an Englishman in New York was the distinct lack of Marmite. It’s real. So by enlisting willing Brits to smuggle jars of the spread through customs, we’re continuing to spread the love to our compatriots across the pond.”
CreditsClient Unilever Brand Marmite Agency adam&eveDDB London, adam&eveDDB New York Richard Brim, chief creative officer; Ant Nelson, Mike Sutherland, executive creative directors; Dave Brown, Daniel Bonder, executive creative directors, NY; Feargal Balance, Matt Gay, creatives; Clarissa Dale, Stacie Larsen, Chris Brailey, creatives, NY; Nikki Cramphorn, joint head of integrated production/producer; Christopher Lane, associate producer, NY; Molly Johnstone, social creative. Production Company SMUGGLER Henry-Alex Rubin, director; Sidney Arthur, producer. Editorial Cabin Talia Pasqua, editor; Alex Hooker, producer. Audio Factory James Utting, sound design & mix; Beth Massey, audio producer. Postproduction Untold Neil Davies, chief creative officer; Andrew Curtis, VFX artist; Ian Berry, exec producer; George Reid, producer.
Director Jake Scott Puts “Jeans On” To Start The Morning For Wrangler
Jake Scott of RSA Films directed this โGood Mornings Make for Better Daysโ spot, marking denim brand Wranglerโs first new global advertising campaign since 2021.
โGood Morningsโ is the first campaign created and produced in-house by Wranglerโs marketing and creative teams. Building on the themes of the brandโs โFor the Ride of Lifeโ ad series, the new campaign is a call to live life to the fullest, celebrating the early risers who pull on their Wrangler Jeans and are ready to take on the morning, no matter what the day may bring.
For Wrangler, which has a decades-long connection with music, the campaignโs soundtrack was the starting point, reviving the 1970s hit โJeans Onโ by David Dundas. The featured cast is outfitted in timeless vintage pieces from Wranglerโs archives together with classic Western styles and new seasonal looks from the brandโs 2024 Fall and Holiday collections.
โThis is a heartfelt homage to the American West, a love letter to its people, and a celebration of the iconic denim it has inspired,โ said Scott, who has directed feature films, commercials, and music videos for artists including REM, Radiohead and Tori Amos. โWrangler has been a constant staple of my wardrobe over the years. Itโs a part of that spirit of confidence and independence for me, so I see these characters in myself.โ
For the commercial, the traditional American diner proved the ideal setting--the down-home heart of the community, where people from all walks of life start the day the same way. Whether rancher or teacher, retiree or young family, the early riser club is open to everybody. For some, it may be what they do every day to provide for their families and communities; for others, an early start might... Read More