Step into a world where tongues have demands, and flavors reign supreme. Obey Tongue, the latest campaign by Sir Kensington, beckons flavor fanatics on a surreal journey through the adventurous realms of uniquely flavored mayos and sauces. Dive into the narrative where tongues dictate desires and unleash a flavorful utopia.
Obey Tongue
Surrender to the whims of your taste buds in Sir Kensington's Obey Tongue campaign, a surreal journey into flavor adventure
Client
- Sir Kensington's
オフィス
- United States
As a creative director, 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.
Dana Stalker
VML Creative Director
Sir Kensington sought to engage flavor enthusiasts with their diverse range of mayos and sauces. The challenge lay in creating a campaign that not only captured attention but also conveyed the brand's adventurous spirit and commitment to unique flavors.
Drawing inspiration from the essence of taste and the whimsical nature of human desires, Obey Tongue was born. The campaign narrative emerged from the idea of giving literal voice to the tongue and exploring the concept of surrendering to its cravings.
Obey Tongue unfolds in a series of surreal films, out-of-home installations, and captivating social media content. The campaign juxtaposes two contrasting worlds - one dystopian and flavorless, the other vibrant, ravenous, and brimming with flavor. Through visually striking imagery and inventive storytelling, audiences are transported into a realm where obeying the tongue leads to a mouthwatering adventure.
Director Jesse James McElroy brought the surrealism to life using innovative techniques, including a giant mouth rig/puppet operated by Serbian puppeteers. Craft was paramount in ensuring that the campaign's distinct voice and tone were echoed in every visual element. The campaign is set to captivate audiences across various digital platforms, including Meta, TikTok, YouTube, and Netflix, along with surreal out-of-home installations.
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