"First Timers"

5 October 2023

60s

First Foray

A cheeky new campaign for Marmite encourages young people to experiment with something new. This amusing 60" film launches the concept just in time to grab the attention of university freshers, and features a pair of puppets who give the accompanying song's suggestive lyrics a comedic sheen.

Revisiting the brand's long-standing reputation as a divisive product, those who've never tried the spread are prompted to 'stroke that', 'push that', and 'lick that' in order to prepare some toast and give it a go. You may still end up hating it, the film suggests, but at least you'll have committed some culinary hedonism in the process of finding out.

Playing into the British love of innuendo and making the most of its non-human stars, the film lands firmly on the side of funny rather than scandalous. It's just naughty enough to make particularly uptight parents in the audience scoff... which is exactly the sort of thing to make its youthful target demographic sit up and listen.

UK

Savoury Spreads