Marmite has launched a tongue-in-cheek campaign featuring parents-to-be who are looking to find out whether their babies are lovers or haters–of Marmite, that is.
The “Baby Scan” campaign was created by adam&eveDDB, London, and uses a healthy dose of humor to illustrate that the brand is aware of how divisive its flavor is.
It follows a recent scientific study which revealed that babies could respond to different flavors while still in the womb. Researchers gave pregnant women different vegetables and found that their fetuses responded with varying facial expressions, suggesting that they can experience taste through the amniotic fluid in the womb.
Directed by James Rouse via Biscuit Filmworks UK–with Absolute serving as VFX house–this documentary style spot is set in a hospital’s ultrasound department and follows a number of couples who have come for a scan and are eager to find out some vital information about their baby–whether it loves or hates Marmite.
Ant Nelson, executive creative director at adam&eveDDB, said, “Whether it’s gender, eye color or personality, all expectant parents wonder what traits their children will have before they’re born. ‘Baby Scan’ taps into this truth and answers the most pressing question of all…is my child a Marmite lover or a hater?”
Credits
Client Marmite Agency adam&eveDDB, London Richard Brim, chief creative officer; Ant Nelson, Mike Sutherland, creative directors; Frances Leach, copywriter; Christopher Bowsher, art director; Nikki Cramphorn, joint head of integrated production. Production Biscuit Filmworks UK James Rouse, director; Benji Howell, producer; Rupert Reynolds-MacLean, managing director & exec producer; Polly Du Plessis, head of production; Tim Steele, production manager; Alex Melman, DP; Thom Hammond, casting director; Selina Wong, wardrobe stylist; Michele Baylis, hair and makeup artist. Editorial Work Editorial Neil Smith, editor. VFX/Postproduction Absolute Post Ben Robards, VFX supervisor/lead 2D artist; Chris Tobin, lead 2D artist; Harvey David, Tommy Coulter-Liston, Richard Greenwood, James Corden, 2D artists; Keith Rogers, Rebekah King-Britton, Oliver Grant, Megan McLean, CG artists; Gustavo Ribeiro, look dev/R&D; Matt Turner, colorist; Chris Batten, Salley Heath, exec producers; madeleine Godsill, producer. (Toolbox: Flame, Nuke, KeenTools Face Tracker, Maya, Houdini, Arnold) Audio Post Factory Jon Clarke, mixer; Deborah Whitfield, audio producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
