Marmite is victorious with their 'Neglect' ad from adam&eveDDB

Thinkboxes July/ August 2013 winner

Marmite’s “Love it or hate it” strapline achieved every marketer’s dream when it passed into common parlance.

In its latest TV campaign, “Neglect”, the yeast-spread brand’s famed line has evolved into “Love it. Hate it. Just don’t forget it.”

The ad takes the form of a spoof of animal-rescue programmes, following teams saving neglected and forgotten jars of Marmite from the backs of cupboards in family homes across the country.

The rescued jars are taken to a rehoming centre, where new families who will love and appreciate Marmite can adopt them.

david_sandall

Our analysis was that there was more choice in breakfast spreads and Marmite was getting forgotten. So, from that, we got to the insight that Marmite was getting pushed to the back of the cupboard.

David Sandall Marketing Manager, Marmite Unilever

The creative approach proved to be somewhat controversial. “We were always aware that the core idea provoked debate and discussion,” said Sandall. “In every qualitative research group, there would be one from the eight who was cautious of the idea and related it back to animal cruelty. But the overwhelming majority thought it was a lovely idea, funny and in no way offensive.”

  • Client David Sandall, Marmite, Unilever
  • Ad agency Adam & Eve/DDB
  • Creative team Nick Sheppard, Tom Webber
  • Production Outsider
  • Director James Rouse

Other ads on the podium

Honda: Hands (2nd)

  • Creative agency Wieden & Kennedy
  • Creative team Aaron McGurk, Chris Lapham
  • Client Kate Barrett 
  • Production company Nexus
  • Director Smith & Foulkes

O2: Be More Dog (3rd)

  • Creative agency VCCP
  • Creative Nathaniel White
  • Client Shadi Halliwell
  • Production company Caviar
  • Director Keith Schofield

Also shortlisted

Barclays: Thank you

  • Creative agency BBH
  • Creative team Ric Hooley, Vix Jagger
  • Clients David Wheldon, Michelle McEttrick 
  • Production company Blink
  • Director Benito Montorio

Skoda: vRS It Up

  • Creative agency Fallon
  • Creative team Sam McCluskey, Becca Pottinger, Santiago Lucero
  • Client Heidi Cartledge
  • Production company Cavia Prague
  • Director Keith Schofield

A view from a Thinkbox Academy member on this month’s picks…

andre_laurentino

I love brave clients who can see the obvious when it doesn’t come in an obvious way.

Andre Laurentino Global Executive Creative Director, Ogilvy for Unilever


Click here to see who won the previous award

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