Thursday 21 September 2017

The hating gene



A bit of a mini-trend that's been going on for a year or two is the idea of getting your DNA analysed. This plays into human narcissism, of course - certainly a step better than all those personality tests or getting your colours done or blood group analysis. And it's been used creatively, usually in the form of those 'social experiments' where a tough, shaven-headed and tattooed bloke with nationalist leanings is horrified to find some of his ancestors coming from the Indian sub-continent (for example.)

But now this trend has been used in what may be one of my favourite TV spots of the year so far, for one of my favourite brands - Marmite. In a wonderful piece of not-quite-science, The Marmite Gene Project has taken cheek swabs from over 250 individuals to try and find if there are genetic markers for loving or hating the gunky savoury stuff.

To the sounds of Elgar's Nimrod, we have a collection of characters -  the expectant new parents, the stroppy teenager, the nervous young man, the affronted wife and many more - reacting to the results and those of their nearest and dearest. Beautifully acted, some lovely observation and a bit of a mickey-take of all those po-faced 'social experiment' ads.

It makes me proud to be British. Thank you, Marmite and Adam & Eve/DDB.

Now, the clever trick here is this: the agency didn't latch onto a random piece of pop culture and force-fit it into the brand, or try and 'claim it.'

What they have done is to start with the brand truth and show and tell this in a fresh new way using current pop culture.

I love it!



5 comments:

WILLIE...! =(^..^)= said...

HaHa! Yes! And...I~LOVE~IT~TO...
But..Lets look at this...
Marmite is made from yeast extract, a by-product
of beer brewing. Other similar products include
the Australian Vegemite, the Swiss Cenovis and
the German Vitam-R. The British version of the
product is a sticky, dark brown food paste with
a distinctive, powerful flavour, which is extremely
salty....!
The name Marmite derives from a type of French dish,
and initially, Marmite was sold in earthenware pots.
Marmite is gluten free, high in vitamins, and low in
calories...So it's very good for you...And, spread on
a crumpet or toast....HEAVEN...!!!

Sue Imgrund said...

But are you going to send off for the DNA test, Willie? Who knows what you might discover ...

WILLIE...! =(^..^)= said...

DNA... Me or the Marmite....?

MARMITE’S makers are selling £89.99 gene tests
after discovering DNA dictates if people love
or hate the savoury spread....
This might help...

https://www.thesun.co.uk/fabulous/food/4409052/you-were-born-to-love-or-hate-marmite-scientists-use-dna-testing-to-discover-its-in-your-genes/

Sue Imgrund said...

Think I'd rather spend the £89.99 on a GIANT jar of the stuff .... :)

WILLIE...! =(^..^)= said...

So would l....
As a Sicilian..who eats a lot of pasta...
Here's a good recipe...

Serve with plenty of grated Parmesan cheese....
Cook the spaghetti in plenty of boiling salted water,
When the pasta is almost cooked, melt the butter in a
small saucepan and add the Marmite and 1 tablespoon of
the pasta water, mixing thoroughly to dissolve.
Place spaghetti on a plate..pour sauce over the top...
And, enjoy..! Buon Appetito...! :).