I hate Marmite.

When I was growing up in my small island home there were few tethers to the real world and one of them was Marmite. My brother and my parents presented Marmite to me as some kind of link normalcy and a way in which people could really understand the world outside.

I hated it with a vengence. I used to hide bottles of the stuff when my parents bought it, just so I didn’t have to be near the smell at the table. Then we moved to Australia and there was Vegemite- which was just as bad and now I’m convinced even worse. I don’t have confirmation on this yet, but I’m pretty sure Marmite and Vegemite are the food from the devil.

I shouldn’t lump the two together. There are probably acres of difference between the two, but they both taste the same to me. Fun fact- they’re both byproducts of beer production and the gross brown-black colour is a result of the use of caramel to give them a little sweetness.

These ads are funny and apparently true. My brother and parents were obsessed with the stuff and I vomited a little in mouth every morning I watched them eat it. You hate it or you love it. There’s no middle ground. And apparently the lovers are lucrative. What a perfect choice of images to help them convey their message! It’s true for every single one of those activities/people. You hate it or you love it. Plus the use of the Marmite to draw each picture looks great and comic-esque (and to me just builds on the gross of the Marmite).

I wonder, though, I liked Mr. Beanwhen I was young, but I can’t stand him now. I wonder if one day, one poo-brown, yeasty day, I might come to love Marmite?

Agency: DDB, London
Exec Creative Director: Jeremy Craigen
Copywriter: Thierry Albert
Art Director: Damien Bellon
Photographer: Andy Rudak
Illustrator: Dermot Flynn @ Dutch Uncl

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