Let the mustard wars commence. Grey Poupon has already proved that upscale condiments and comedy go well together. Now Unilever-owned mustard Maille has appointed London agency Adam & Eve/DDB to work its magic on the brand -- in particular the kind of excruciating social comedy it brought to spots for Harvey Nichols and Mulberry. In this superbly acted online spot, a woman overshares about her love life at a holiday dinner party. The voiceover (by "Absolutely Fabulous" actress Joanna Lumley), invites us to be a "memorable guest for the right reason this Christmas" and bring a pot of Maille instead. James Rouse (Harvey Nichols' Grand Prix-winning "Sorry I Spent it on Myself") directed.
The appointment of Adam&Eve/DDB comes as Unilever is putting more marketing muscle behind promoting Maille, originally a French brand but now available internationally. Having identified it as a power brand, it's rolling out a chain of Maille boutiques which sell different versions of the mustard in stoneware jars, with ingredients such as truffles and wine. A boutique on New York's Upper West Side is set to follow stores in London, Paris and Dijon.