The hating gene

A bit of a mini-trend that's been going on for a year or two is the idea of getting your DNA analysed. This plays into human narcissism, of course - certainly a step better than all those personality tests or getting your colours done or blood group analysis. And it's been used creatively, usually in the form of those 'social experiments' where a tough, shaven-headed and tattooed bloke with nationalist leanings is horrified to find some of his ancestors coming from the Indian sub-continent (for example.)

But now this trend has been used in what may be one of my favourite TV spots of the year so far, for one of my favourite brands - Marmite. In a wonderful piece of not-quite-science, The Marmite Gene Project has taken cheek swabs from over 250 individuals to try and find if there are genetic markers for loving or hating the gunky savoury stuff.

To the sounds of Elgar's Nimrod, we have a collection of characters -  the expectant new parents, the stroppy teenager, the nervous young man, the affronted wife and many more - reacting to the results and those of their nearest and dearest. Beautifully acted, some lovely observation and a bit of a mickey-take of all those po-faced 'social experiment' ads.

It makes me proud to be British. Thank you, Marmite and Adam & Eve/DDB.

Now, the clever trick here is this: the agency didn't latch onto a random piece of pop culture and force-fit it into the brand, or try and 'claim it.'

What they have done is to start with the brand truth and show and tell this in a fresh new way using current pop culture.

I love it!