By Amy Houston, Senior Reporter

April 11, 2024 | 5 min read

It’s the store cupboard item you either love or hate, but today, we’re loving it because this ad from Adam&EveDDB is captivating, funny and a little bit sneaky.

To spread the love stateside, Marmite is calling on Brits to smuggle the yeast extract to the US by any means necessary. The Unilever brand has plastered sketchy recruitment posters that reveal a phone number to call to see how you can become a smuggler yourself. Audience participation? Check.

This engaging element is clever but it’s the campaign film that really stands out in our eyes. Adopting the style of an investigative-style documentary, the ad completely nails the look and feel of that type of program. There are the blurred faces, the muffled voices and all the shocking twists and turns you would expect. If you’re from the UK, think along the lines of Channel 4’s Dispatches show.

What makes that utterly brilliant is just how unserious the whole thing is, but the gritty, pseudo-serious tone just adds to the hilarity. The absurdity of Marmite being contraband is so silly that it’s genius.

It ticks so many boxes with a global audience, too. People living in the UK are so familiar with the product that there’s a nostalgic aspect. While across the Atlantic, it piques the interest of Americans who might be curious about this enigmatic condiment that seems to be so difficult to get your hands on.

The spot has that rare effect of making you want to watch it a couple of times just to see if there’s anything you might have missed, which in the age of short-form, short-attention-span, short-everything, is quite something.

The work is bold, takes guts from the client and is already getting people talking. Bravo!

According to the market research platform Kantar, this particular ad scores above the 70th percentile for enjoyment and involvement. In terms of engagement, it is very likely that after watching this spot viewers will remember the brand, making it effective in the long term.

According to the brand performance platform Kantar Marketplace, this ad has been deemed very impactful, resulting in Marmite breaking through the category and being remembered. Positively, viewers are likely to buy the product after watching this spot and will gain an affinity with the cupboard staple.



Client, general manager foods (Nutrition): Andre Burger

Client, marketing director: Georgina Bradford

Client, marketing manager: Lena Portchmouth

Client, brand manager: Laura Iliffe


Chief creative officer: Richard Brim

Executive creative directors: Ant Nelson, Mike Sutherland

Executive creative directors, NYC: Dave Brown, Daniel Bonder

Creatives: Feargal Ballance, Matt Gay

Creatives, NYC: Clarissa Dale, Stacie Larsen, Chris Brailey

Joint head of integrated production/producer: Nikki Cramphorn

Head of print production and experiential: Jaki Jo Hannan

Associate producer, NYC: Christopher Lane

Social creative: Molly Johnstone

Chief creative officer: Miranda Hipwell

Managing partner: Tom White

Account director: Max Sullivan

Managing director, NYC: James Rowe

Account director, NYC: Tatiana Fernandez

Senior planner: Liora Ingram

Project director: Linda-Aileen Macfarlane

Head of project management and operations, NYC: Kimmy Harvey

Senior legal counsel: Tom Campbell

Business affairs: Layla Husted

Smuggler Films

Director: Henry Alex-Rubin

2nd unit director: Jonah & Stan

Producer: Sidney Arthur

Director’s assistant: KJ Brown

Production assistant: Kamran Marzban


Editor: Talia Pasqua

Producer: Alex Hooker


Sound design and mix: James Utting

Audio producer: Beth Massey


Chief creative officer: Neil Davies

VFX artist: Andrew Curtis

Executive producer: Ian Berry

Producer: George Reid

Production assistant: Zuzanna Drozdz

Out-of-home, phone kiosks, merch, jars, photography

Designer: Mitch Horton, NYC Adam&EveDDB

Artworking: King Henry Studios

Retouching: King Henry Studios

Supply and repro senior producer: Tony Hutton, Cain&AbelDDB

Printing: The Hub London

Photographer: Harry Mitchell


Media agency: Mindshare UK

Business director: Kate Pigden

Account manager - Connections Planning: Meg Wieland

Account director - Kinetic OOH: George Peto

Paid social - account executive: Georgie Coley

Account manager - AV: James Waggott

Account director - AV: Hannah Clayton


PR agency: W Communications

Director: Jess O’Donohoe

Associate creative director: John Wilkinson

Senior content editor: Joe Bishop

Senior account director: Paige Hartley

Account manager: Ella Bull

Senior account executive: Tara Lee

Creative Creative Works OOH

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