Marshmallow, the car insurance challenger brand, is launching its first TV campaign with a series of surreal vignette style films showing customers cars filled with marshmallows as they go about their day.
With the brief of ‘looking (almost) nothing like a traditional insurance brand’, the 10” films, created by 20something and directed by Harry Cauty at KODE Media, break the mould of category norms, establishing a stand out visual style and tone, whilst putting the unforgettable brand name at the front of consumers’ minds. (In addition to procuring vintage cars, KODE’s art department secured no less than 53,200 marshmallows, which filled the vehicles featured to the brim.)
The quirky spots are part of Marshmallow’s first integrated brand campaign since achieving unicorn status in 2021 and appointing 20something and Wake the Bear as its lead creative and media agencies respectively.
The TV is accompanied by a category-defying OOH campaign which combines bold colours with humorous and irreverent statements, including wordplay on the Backstreet Boys classic with “Back seat’s back, alright”. The OOH will run across five cities in the UK.
This professional campaign titled 'Marshmallow is Here' was published in United Kingdom in May, 2022. It was created for the brand: Marshmallow Insurance, by ad agency: 20Something. This Film, Integrated, and OOH Outdoor media campaign is related to the Professional Services industry and contains 4 media assets. It was submitted almost 2 years ago.
CLIENT: Marshmallow Insurance
CREATIVE AGENCY: 20something
MEDIA AGENCY: Wake The Bear
CREATIVE DIRECTOR: Will Thacker
COPYWRITERS: Elliott Starr, Joel Claudio, Alice Shedd
DESIGNERS: Rory Stiff & Casey Highfield
STRATEGY PARTNER: Fran Docx
BUSINESS LEADS: Agatha Cwalina, Hannah Jones-Walters
ACCOUNT MANAGER: Amy Greasby
MEDIA PLANNER: Kathryn Bean
PRODUCTION STUDIO: KODE Media
DIRECTOR: Harry Cauty
PRODUCER: Louisa Plumstead
EXECUTIVE PRODUCER Jack Goodwin
SFX: Machine Shop
PRODUCTION DESIGNER: Tom Gander
WARDROBE DESIGNER: Michelle May
EDITOR: Nathan Greenwood
POST-PRODUCTION COMPANY: Cheat
POST-PRODUCTION COMPANY: No8
GRADE: Toby Tomkins
AUDIO POST-PRODUCTION COMPANY: Strings & Tins
PHOTOGRAPHER: Aron Klein