Herdbuoys/Frieze Films spread word for Marmite

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The new 30-seconder, called 'Broadside Maxwell', pays homage to Marmite's heritage as a sandwich spread as well as suggests, subtly, other uses for it in the kitchen.

It was developed by Herdbuoys éKapa Executive Creative Director Duncan Wares, Art Director Paul Rijkheer and Copywriter Annelize Haxton. They drew their inspiration from the radio commercial that won a craft certificate for music and sound design at the 2010 Loerie Awards for Wares (who wrote the script) and Tully McCullagh of Spaced Out Sound. Client Service Director, Unathi Ntsokoma, Bobby Hughes (MD), and producer, Phil Bresler, were also on the team.

Frieze Films Director, Ian Mason, led art director Jeremy Argue, editor Emily Bussa, grade David Grant (Condor) and online editor Charmaine Greyling (Condor) while McCullagh was called upon again to work his magic in the sound and dubbing studio.

Shot on a RED Mysterium X camera in just one day in the Cape Islands Studios in Milnerton after a day's pre-lighting, the commercial features a split set and a cast of two humans and 64 sandwiches as well as the musical talents of 'Three Tons of Fun', the three ladies who have wowed audiences at Madam Zingara's for years.

It gives visual life to the 'theatre of the mind' image listeners conjured in their heads after hearing the award-winning radio commercial.

"The commercial, while bringing Broadside and 'the' Boss to life, also contains the promise that a little bit goes a long way. This is based on the insight that new consumers often spread Marmite far too thickly, as they would with other sandwich spreads, and that this often turns them away from Marmite's unique taste," explained Wares.

"Due to the strength of flavour, you only need to use 3.9g per slice, or a tiny little bit for those not good with figures! Follow this formula and you'll get 128 slices, from just one bottle. Other than that, Marmite is Marmite is Marmite! - Nothing else to it," he grinned.

Mason added that he has nothing but praise for client, agency and actors. "It was always going to be a challenge - taking such a strong radio concept and translating it into a visual medium," he said. "But working with such a flexible client, an enthusiastic agency team and talented performers made it easy.

"For this, a true performance piece, we needed to rely on strong actors ... and they certainly delivered convincing performances ... as well as a very distinctive sound, to help viewers make the connection between the radio execution and the one on their TV screens. Here, Tully's experience was invaluable.

"We also purposefully portrayed our set as a stage or theatre, to reinforce that connection. This, too, proved a challenge because of its size, and because we needed to ensure it imparted that industrial revolution period feel. Taking a day to pre-light and selecting an experienced crew ensured we were able to keep to our timetable but still produce a well-crafted and delicately shot piece," Mason said.

Added Wares: "It's always a pleasure working with Ian. He's calm, collected and smart, and with his immense passion and enthusiasm for what he does and for the Marmite brand he was the right man for the job.

"Ian added a lot of value while remaining sensitive to the idea; he truly brought to life the characters... which up until then had only existed in my head. It was good to meet them - they were just as I had imagined

"In addition, he surrounded himself with an amazing team who pulled out all the stops to make this happen. A true team effort. Huge thanks to all involved. And long live Broadside."

Broadside Maxwell breaks on national television in March, 2011.