A deep French kiss is often a prelude to hotter, heavier action. But in the case of "Date" for Best Foods’ Marmite out of BMP DDB, London, a luscious smooch puts the brakes to foreplay that seemed to be destined for greater intimacy.
Marmite, a staple of the British diet, is a dark brown-colored spread made from a type of yeast that is a byproduct of the brewing industry. The pungent, salty condiment, spread on toast, is a favorite in the U.K.
"Date" opens on a young man who’s a bit nerdish, and his companion—a foxy blonde woman. They enter her apartment and sit down on the couch. She seductively asks him if he wants some coffee. As she heads to the kitchen to fetch a cup of java, it’s clear that our young gentleman is on the verge of scoring. He cannot believe his luck. But the best-laid plans—no pun intended—often go awry.
While in the kitchen, the woman grabs a quick snack, taking a bite out of a bagel covered with marmite. She returns to the living room, ready, willing and able to fulfill the young man’s hormone-driven fantasies. She gives him a full-mouth kiss with plenty of tongue to spare. But unexpectedly, he recoils and begins retching uncontrollably.
It turns out that the smell of marmite is stronger than his libido. A parting super over the remainder of the marmite-covered bagel pictured in the kitchen explains that "You either love it or hate it."
"Date" was directed by Paul Goldman via 2AM Films, London. (Stateside resident Goldman’s main production house roost is Cohn & Co., New York.) Amanda Martin produced for 2AM. The DP was Alex Melman.
The BMP DDB ensemble consisted of creative director Larry Barker, copywriter Dave Buchanan, art director Mike Harnett, head of TV Howard Spivey and producer Anni Cullen.
The spot was edited by Adam Spivey of Willcox & Willcox, London. Post facility was VTR, London, with a contingent that included colorists Mick Vincent and Shemus O’Kane, and Henry artists John Trussler and Torquil Dearden. Audio engineer was Peter Leggett of Clearcut, London.
"Date" has been running nationally in the U.K. There’s been no move to adapt the ad to serve as a public service message promoting marmite as a means of sexual abstinence or as an alternative form of birth control.
