Marmite: Snack, 3

You'll either love them or you'll hate them.

Advertising Agency: DDB, London, UK
Executive Creative Director: Jeremy Craigen
Head of Art: Grant Parker
Art Directors / Copywriters: Graeme Hall, Noah Regan
Illustrator: Al Murphy
Photographer: Andy Grimshaw


Ramezani's picture
315 pencils

the old campain last year was much better.

Lone Turtle's picture
Lone Turtle

Does anybody know if DDB actually originated the 'Love it or Hate it' campaign? Who first came up with the brilliant idea of focusing on people who hated it and when?

sloppy4's picture
1494 pencils

i'm more on the hate side.

miko1aj's picture
3098 pencils

good art. good ad. I love simplicity which has it's own unique style. Idea with different angles is not so fresh, but this here is fun.

NatalieM's picture
1687 pencils

The artwork is great. Fun and simple! Love it. The line, however, needs more thought. This particular copy seems like the easy way out. Other products already use it. For instance, Marmite:

Made Of Ideas's picture
Made Of Ideas
100 pencils

This is an ad for Marmite. That's why the tag is the same.

NatalieM's picture
1687 pencils

Ah, yes, it is. My mistake.

How_Addy's picture
66 pencils

Please tell me you're joking?
Surely no one commenting here is so da...
oh nevermind.

NatalieM's picture
1687 pencils

Hm. I wasn't joking. Just a slip of the eyes. Human error.

NatalieM's picture
1687 pencils

Woops! Yeah, it is for Marmite. Nevermind, the line works amazingly then! Ha. The ads' double meanings are ingenious.

Mattse's picture
26 pencils

Natalie M did you check what the product in this ad actually is?

NatalieM's picture
1687 pencils

I was struck by quick internetting. Woops. It is for Marmite.

brndnrap8's picture
170 pencils

I don't get it.

Here's something I do get though...

Lone Turtle's picture
Lone Turtle

What don't you get? The ads are memorable. Sales have gone up. Everybody's happy.

Whitefang's picture
509 pencils

natalie this is for marmite, doh.

NatalieM's picture
1687 pencils

Thanks for pointing that out! :)

tomr's picture
6 pencils

whitefang repeating what people have already said doesn't make you clever.

geek's picture
41 pencils

Good art direction, good concept, but it lacks a drive to it - so what is the practicality of the ad? May look good, might win awards, but leaves your client no better that when they started :(

ChuckNorris's picture
834 pencils

Why is that?

How_Addy's picture
66 pencils

Not really geek, did you know there are other forms of advertising out there than response driven ads? I see them in the shops, I remember the ads made me smile, I buy it. As a client I definitely do feel better off.

modern drunker's picture
modern drunker
85 pencils

how ddb london can copy his own ads.
marmite is cool
this one is without interet

icarodoria's picture
66 pencils

DDB never disappoints me.

am-o's picture
162 pencils

i do like these a lot - because not only is the art nice - but the insight is even greater. it's true w/ rice cakes you either hate 'em or u love 'em. as far as a lack of a cta - i don't think you need to drive everything to the internet - not everything does too good on the internet. they're rice cakes after all. the fact the product is a nice size, i think the cta is driving the consumer to question the idea of whether or not they've tried a good rice cake.

Vipond's picture
60 pencils

quite like it. they're a one idea company so stick to that one idea and give it some fun art work and creative use of text. makes sense. prefer that than too many ideas at play and none being very clear.

take it this is the 'love them' version. is there a 'hate them' version too?

cant believe theyve actually credited a copywriter though!

Guest commenter's picture
Guest commenter

Hah, just because an ad is visual doesn't mean a copywriter isn't involved. *broken record playing*

velle's picture
1550 pencils

y o y did this win cannes

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