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| Version 1 | Version 2 |
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| Love it or hate it | Love it or hate it |
| (9 minutes later) | |
| AD BREAKDOWN The Magazine's review of advertising | AD BREAKDOWN The Magazine's review of advertising |
| THE PRODUCT: Marmite (in a squeezy family-sized tube) | THE PRODUCT: Marmite (in a squeezy family-sized tube) |
| THE BRIEF: Encourage mums to buy Marmite for the family's sandwiches | THE BRIEF: Encourage mums to buy Marmite for the family's sandwiches |
| THE SCHTICK: Paddington Bear sits down to enjoy one of his trademark marmalade sandwiches. But on spying an advert on a passing bus for Marmite, he decides to try something new. He enjoys his new filling but when he shares it with a pigeon, the bird goes berserk in disgust and causes a black cab to crash into a market stall. A stray watermelon lands on the head of a policeman, who takes Paddington home. | THE SCHTICK: Paddington Bear sits down to enjoy one of his trademark marmalade sandwiches. But on spying an advert on a passing bus for Marmite, he decides to try something new. He enjoys his new filling but when he shares it with a pigeon, the bird goes berserk in disgust and causes a black cab to crash into a market stall. A stray watermelon lands on the head of a policeman, who takes Paddington home. |
| THE BREAKDOWN: Paddington purists will be spluttering into their breakfast at the thought of the Peruvian bear forgoing marmalade for Marmite. But Unilever, which makes the savoury spread, wants sandwich-eaters (or more specifically, those who buy the family groceries) to undergo their own Paddington moment. | THE BREAKDOWN: Paddington purists will be spluttering into their breakfast at the thought of the Peruvian bear forgoing marmalade for Marmite. But Unilever, which makes the savoury spread, wants sandwich-eaters (or more specifically, those who buy the family groceries) to undergo their own Paddington moment. |
| Marmite is traditionally used on toast, which is being eaten less and less, so Unilever wants us to think of the spread in a different way - as a condiment in our lunchtime sarnies. | Marmite is traditionally used on toast, which is being eaten less and less, so Unilever wants us to think of the spread in a different way - as a condiment in our lunchtime sarnies. |
| "Squeezy Marmite is good to put on sandwiches because normal Marmite can tear the bread when it's spread with a knife," says Cheryl Calverley, Unilever's Marmite brand manager. | "Squeezy Marmite is good to put on sandwiches because normal Marmite can tear the bread when it's spread with a knife," says Cheryl Calverley, Unilever's Marmite brand manager. |
| "Paddington is the most famous sandwich-eater around and has eaten marmalade sandwiches for 50 years. If he can change his habit, so can anyone." | "Paddington is the most famous sandwich-eater around and has eaten marmalade sandwiches for 50 years. If he can change his habit, so can anyone." |
| Marmite began life in 1902There is no pretence that this is aimed at children. This is nostalgia advertising, and the opening lines of narration are: "Paddington, you will remember from your childhood, always keeps a marmalade sandwich for emergencies..." | Marmite began life in 1902There is no pretence that this is aimed at children. This is nostalgia advertising, and the opening lines of narration are: "Paddington, you will remember from your childhood, always keeps a marmalade sandwich for emergencies..." |
| Marmite, which at 105 is more than twice the age of Paddington, has a strong advertising heritage and is about parents more than children. With this advert for a family-sized tube of Marmite, Unilever says it is targeting nostalgic mothers who grew up watching Paddington Bear and now commonly do the family's grocery shopping. Expect to see the advert during GMTV. | Marmite, which at 105 is more than twice the age of Paddington, has a strong advertising heritage and is about parents more than children. With this advert for a family-sized tube of Marmite, Unilever says it is targeting nostalgic mothers who grew up watching Paddington Bear and now commonly do the family's grocery shopping. Expect to see the advert during GMTV. |
| Just as the 1970s Marmite adage held that it's a "spread you never grow out of", this subtly repeats the trick by rekindling childhood memories of Paddington. | Just as the 1970s Marmite adage held that it's a "spread you never grow out of", this subtly repeats the trick by rekindling childhood memories of Paddington. |
| Yuck! | Yuck! |
| But it is the brand's newer mantra - you either love it or hate it, which has been in use since 1996 - that drives the narrative, as the pigeon's revulsion contrasts with Paddington's delight. The Love It, Hate It message has been a successful one with sales rising for the past three years and a section of the Marmite website devoted to its "haters". | |
| Paddington is always interested in trying new things and that's why he gets into the scrapes he does Karen Jankel, Paddington and Co It takes a highly confident brand to acknowledge that some people don't like it, but it gives Marmite what Unilever calls "mass affinity". Even those that don't like the taste feel included and will talk about the advert and, by extension, the brand. | Paddington is always interested in trying new things and that's why he gets into the scrapes he does Karen Jankel, Paddington and Co It takes a highly confident brand to acknowledge that some people don't like it, but it gives Marmite what Unilever calls "mass affinity". Even those that don't like the taste feel included and will talk about the advert and, by extension, the brand. |
| It's also unusual for a product to name a rival in an advert, although Apple did so obliquely with its Mitchell and Webb I'm a PC adverts. Paddington takes out a generically-named jar of marmalade from his famous battered suitcase, only to put it aside unopened. | It's also unusual for a product to name a rival in an advert, although Apple did so obliquely with its Mitchell and Webb I'm a PC adverts. Paddington takes out a generically-named jar of marmalade from his famous battered suitcase, only to put it aside unopened. |
| And this is the controversial moment. Paddington and Marmite? That's not right. Marmalade is as much part of Paddington as his duffle coat and hat. | And this is the controversial moment. Paddington and Marmite? That's not right. Marmalade is as much part of Paddington as his duffle coat and hat. |
| Karen Jankel, of Paddington and Company Ltd, says there were initial doubts when Unilever approached them. | Karen Jankel, of Paddington and Company Ltd, says there were initial doubts when Unilever approached them. |
| "There certainly were reservations until we realised the idea behind it - Paddington trying something different. The thought of Paddington changing to Marmite would be wrong because he's so wedded to marmalade and will continue to be so. | "There certainly were reservations until we realised the idea behind it - Paddington trying something different. The thought of Paddington changing to Marmite would be wrong because he's so wedded to marmalade and will continue to be so. |
| "But Paddington is always interested in trying new things and that's why he gets into the scrapes he does." | "But Paddington is always interested in trying new things and that's why he gets into the scrapes he does." |
| Old magic | Old magic |
| Michael Bond, who is writing new material for Paddington's 50th birthday next year when the bear will be back on his marmalade diet, has penned some scripts for the next instalment in the £3m, 18-month campaign. | Michael Bond, who is writing new material for Paddington's 50th birthday next year when the bear will be back on his marmalade diet, has penned some scripts for the next instalment in the £3m, 18-month campaign. |
| All that's changed is the fillingIt's the first time the bear has been used in TV adverts, and follows Camberwick Green being used to plug Quaker Oats. | All that's changed is the fillingIt's the first time the bear has been used in TV adverts, and follows Camberwick Green being used to plug Quaker Oats. |
| What may placate Paddington fans is the whiff of authenticity about the highly polished production, with the animation, narration and music reminiscent of the original 70s series. | What may placate Paddington fans is the whiff of authenticity about the highly polished production, with the animation, narration and music reminiscent of the original 70s series. |
| All that's changed (apart from the sandwich filling) is the voice. Michael Hordern passed away in 1995 and is replaced by Paul Vaughan, whose voice has a similar warmth and authority born from decades of radio presenting and voiceovers. | All that's changed (apart from the sandwich filling) is the voice. Michael Hordern passed away in 1995 and is replaced by Paul Vaughan, whose voice has a similar warmth and authority born from decades of radio presenting and voiceovers. |
| And as in the 70s, the production team painstakingly used stop motion techniques, so each shot required the model to move slightly. | And as in the 70s, the production team painstakingly used stop motion techniques, so each shot required the model to move slightly. |
| The old magic is there, certainly, and that may be enough to win over Paddington-lovers. But there may be some who prefer their childhood favourites innocent and commercial-free. | The old magic is there, certainly, and that may be enough to win over Paddington-lovers. But there may be some who prefer their childhood favourites innocent and commercial-free. |
| Ad Breakdown was compiled by Tom Geoghegan | |
| Add your comments on this story, using the form below. | Add your comments on this story, using the form below. |