Marshmallow is Here

Marshmallow, the car insurance challenger brand, is launching its first TV campaign with a series of surreal vignette style films showing customers cars filled with marshmallows as they go about their day.

With the brief of ‘looking (almost) nothing like a traditional insurance brand’, the 10” films, created by 20something and directed by Harry Cauty at KODE Media, break the mould of category norms, establishing a stand out visual style and tone, whilst putting the unforgettable brand name at the front of consumers’ minds. (In addition to procuring vintage cars, KODE’s art department secured no less than 53,200 marshmallows, which filled the vehicles featured to the brim.)

The quirky spots are part of Marshmallow’s first integrated brand campaign since achieving unicorn status in 2021 and appointing 20something and Wake the Bear as its lead creative and media agencies respectively.

The TV is accompanied by a category-defying OOH campaign which combines bold colours with humorous and irreverent statements, including wordplay on the Backstreet Boys classic with “Back seat’s back, alright”. The OOH will run across five cities in the UK.