CreativeReview

Marmite Neglect

Marmite Neglect by David Sykes. Naturalistic imagery helped to convey the idea of neglected jars of Marmite hidden away in the nation's cupboards in this campaign by Adam&EveDDB Marmite Neglect by David Sykes. Naturalistic imagery helped to convey the idea of neglected jars of Marmite hidden away in the nation's cupboards in this campaign by Adam&EveDDB

I love these shots as the photography appears to be effortless. They look just as if you were looking into your own cupboard and there was no camera involved. As a result they are fantastically believable.

There are a few reasons for this, they are shot at an angle that you would look into a cupboard, the props are neither overly beautifully or regularly arranged, they just like look a real shelf of stuff. I really like the grains of salt on the plastic salt pot, and there are lots of tiny details that, crucially, don’t necessarily stand out but each one adds to the overall credibility.

And then of course it’s funny too. The focus allows us to subtly see that the Marmite pot is almost hidden, but not quite, and in support of the idea, doesn’t want to be consigned to the back of the cupboard and forgotten. I think it’s a perfect execution of the idea.