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26 February 2020

Commercial breakdown.

by Syd Briscoe


Marmite: “AA” - 30s

Breakdown cover and yeast spreads may not seem like the most natural bedfellows, but this quirky commercial from Marmite and the AA suggests a team-up might just be mutually beneficial. What seems like a bog-standard explanation of breakdown coverage is repeatedly interrupted with hypnotic glitches - all dedicated to bringing viewers to the, ahem, dark side of the spread.

It's an interesting play on Marmite's latest 'love it or hate it' gambit, attempting to persuade audiences via 'mind control' techniques several steps above subliminal. The two brands (both on the books at adam&eveDDB) mesh well together too, making the black and yellow campaign feel integrated and the image switching much less jarring than it could be.


Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim
Creative: Simon Vicars / Andre Sallowicz / Matt Fitch / Mark Lewis
Agency Producer: Brittany Littlewood
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Martin Granger Ⓟ Ⓦ
Producer: Jess Ensor / Giles Nathan
Executive Producer: Dawn Laren
Cinematographer: Theo Garland / Peter Ford (Animation)
Production Designer: Rosy Thomas Ⓦ (WPA Ⓟ Ⓦ)
Costume Design: Jonni Fitzgerald
Editor: Tim Hardy Ⓦ @ Stitch Ⓟ Ⓦ
Colourist: Jason Wallis @ Electric Theatre Collective Ⓟ Ⓦ
Flame: Mark Chapman / Hani AlYousif
Animation Director: Ewan Jones Morris
Animation: Friends Electric Ⓟ Ⓦ
Sound Designer: Will Cohen @ String and Tins Ⓟ Ⓦ

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