Paddington gives up Marmalade Sandwiches for Marmite

The Media Guardian points out a new advert for Marmite featuring Paddington Bear.

In the commercial, Paddington - who for the past 49 years has kept an "emergency" marmalade sandwich to hand - decides that he "ought to try something different". Settling on Marmite and cheese, which he finds "really rather good", Paddington proceeds to feed a piece of the sandwich to a bird that lands nearby. Playing on Marmite's advertising catchline of "You either love it or hate it", the bird hates the taste and flies off, triggering a chain reaction that sees a taxi crash into a shop and a watermelon catapulted to hit a policeman. The ad, created by DDB London, ends with Paddington being escorted away by a policeman.

Marmite - Paddington Bear (2007) 0:40 (UK) in the commercial archive

Listen to the Marmite Paddington Radio advert here.

Comments (8)

  • bella's picture
    bella

    As English as it can get.

    Sep 12, 2007
  • TDD's picture
    TDD

    I love Paddington bear!

    I would like to try Marmite, but all I can find here in Canada are these tiny jars that cost more than I am willing to pay.

    And what happened to Heinz Sandwich Spread in Canada? I loved it as a kid, but I can't find it anywhere here!

    Well, at least the stores in Canada still sell marmalade.

    Sep 14, 2007
  • RLDavies's picture
    RLDavies

    I don't know about availability in Canada, but Heinz still makes Sandwich Spread. My husband enjoys it. I have no idea what it tastes like, since I can't get past the sight of the stuff. Anything that looks that much like vomit isn't going anywhere near my sandwiches.

    Can't stand Marmite, either.

    British food, including Marmite and Heinz Vomit Spread, can be ordered online from several places, including British Corner Shop, British Food Direct, and Jolly Grub (which is based in the USA). I see that Jolly Grub is actually running a sale on the Heinz stuff as we speak.

    Sep 15, 2007
  • Dabitch's picture
    Dabitch

    You just need a thimble of Marmite on your toast mate. More than that and uuuuuughh.

    Sep 14, 2007
  • TDD's picture
    TDD

    A thimble full? Then what's with the big squeeze bottle design? ;)

    Sep 14, 2007
  • Dabitch's picture
    Dabitch

    I'm one of those people who don't love it. ;P

    Sep 14, 2007
  • TDD's picture
    TDD

    I have no idea what it tastes like, since I can't get past the sight of the stuff.

    I found Sandwich Spread to be an evolution of tatar sauce.

    Perhaps I'll just stick to marmalade. Like Paddington and Alice.

    Sep 16, 2007

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.