The Drum Awards for PR 2022

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Date: May 2022
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Car insurance brand Marshmallow separated 53,200 marshmallows into white and pink and filled cars with them for its debut TV campaign.

Marshmallow gave its creative agency 20something and its media agency Wake The Bear the brief to create a 'look almost nothing like a traditional insurance brand’. The result was a series of 10” surreal vignette-style films showing customers' cars filled with marshmallows as they go about their day.

The TV spots are accompanied by an out of home campaign running in five UK cities. The billboards are made with bright colors and humorous copy like a play on a Backstreet Boys track “Back seat’s back, alright”.

Kode Media director Harry Cauty directed the spot, he said he was inspired by the saying dogs look like their owners and cast actors and match their styles to vintage cars. “This idea set the tone for us to really push the character levels across all departments, making all the details just as charming and funny as the car being filled with marshmallows,” Cauty said.

“As soon as we set down the gauntlet to look nothing like any other insurance provider, we knew that the work was going to be exciting, a bit weird, and very bold,” said Fran Docx, strategy partner at 20something. “We’ve also learned that you can’t buy pink marshmallows on their own.”

Marshmallow launched in 2018 with the aim to rethink car insurance and “disrupt a tired, centuries-old industry, dominated by established players with product offerings that haven’t changed since the 80s.”

Credits

Copywriters: Elliott Starr, Joel Claudio, Alice Shedd

Desginers: Rory Stiff & Casey Highfield

Production studio: KODE Media

Director: Harry Cauty

Producer: Louisa Plumstead

Executive producer: Jack Goodwin