Sir Kensington’s Mayo Gets Tongues Tingling in Surreal Spot

VML has launched its new Sir Kensington’s campaign, OBEY TONGUE, which is aimed at 'flavour fanatics' and focuses on the brand’s adventurously flavoured mayos and sauces.

The central premise is that human tongues demand more – and we must obey them. VML give voice literal voice to ‘Tongue’ in a series of surreal films, out-of-home and social. 

For the films, VML created two surreal worlds. One dystopian and devoid of flavour, the other vibrant, ravenous, and full of flavour - the food utopia that awaits our audience if they Obey Tongue. 

With such a distinct voice and tone, we needed an equally creative visual language, so craft was crucial. Director Jesse James McElroy shot the surrealism using a giant mouth rig/puppet for the camera, brought to life by Serbian puppeteers! 

“As a CD, and as a writer, Obey Tongue was really a dream project. Sir Kensington’s gave us the space and trust to push tone and visuals as far 'out there' as the concept of Obey Tongue was begging for,” said Dana Stalker, creative director at VML. “Advertising 'risks' are just about noticeability. The Internet is every ad’s competition, and it's weird and hyper-creative place. Ads should strive to at least match it." 

The campaign will appear on Meta/TikTok/YouTube/Netflix/OLV and Sir K’s socials with equally surreal out-of-home running this summer.