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 exposé-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.
The Best Work You May Never See: United Sense of America, Directing Duo rubberband. Hunt Down Assault Weapons In “The Fawn”
This PSA titled “The Fawn” is from United Sense of America, a bipartisan coalition whose mission is to turn common sense and common ground into public policy. “The Fawn” was concepted and created by production company SMUGGLER in partnership with New York-based agency American Haiku and Austin-based agency Preacher. Written by American Haiku ECD Thom Glover and directed by the SMUGGLER duo rubberband., the film was designed as a common sense rallying cry aimed at the hunting community, questioning the need for assault weapons--in hunting and beyond that in our society generally. In light of the recent tragic high school shooting in Georgia, this message takes on a poignant urgency and underscores the need to craft progressive reform policy. The film, painful and seemingly unavoidable, forces the viewer to imagine someone else’s finger on the trigger and something else as its target. A voiceover initially seems to be talking about a fawn who is in plain view. But instead the VO turns out to be referring to the weapon which will claim the animal’s life. While the scene itself is graphic, the messaging is matter of fact. United Sense of America contends there simply is no defensible reason or excuse for assault weapons being necessary for sports hunting--and certainly not in mainstream society which includes our children’s schools. Glover said, “Every line in the film came from online discussions and conversations. Hunters are no different from the rest of us; the way people buy assault weapons is the same as the way they buy a refrigerator. We have to find a way to challenge this situation that doesn’t paint all gun owners as monsters, because they’re not.” [video width="1920" height="1080"... Read More