Sir Kensington’s gets Orwellian in VML’s ‘Obey Tongue’ campaign

Your taste-buds master demands better in ads for condiment brand’s adventurously flavored mayos and sauces

Published On
Feb 26, 2024
A sandwich on a table, as seen from the back of a person's mouth

Editor's Pick

Sir Kensington’s, the Unilever-owned condiment brand, builds its new campaign around an Orwellian dystopia where life is generally grim and flavorless—until people’s Big Brother-like tongues order them to put Sir K’s on their food.

Three spots, created by VML New York and directed by Jesse James McElroy, whiplash from “1984”-style bleakness at the beginning to colorful absurdity by the end.

The characters are forced to “Obey Tongue,” as the tagline goes, but this at least leads to a pleasant experience for our hapless plebes—not your typical experience for folks under the spell of a brutal, fleshy dictator.


The exhortation to “Blow Tongue’s mind” is a nice touch.

“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 a weird and hyper-creative place. Ads should strive to at least match it." 

The campaign will run will on Meta, TikTok, YouTube, Netflix, OLV and Sir K’s social channels. It also includes out-of-home ads—see an example below.

Sir Kensington's "Obey Tongue" outdoor ads


Feb 26, 2024
Client :
Sir Kensington's
Agency :
VML-New York
Executive Creative Director :
Susan Golkin
Creative Director Copy :
Dana Stalker
Design Director :
Jay Taylor
Production GCD/AD :
Tian Mulholland
Senior VP Content Production :
Angela Barber
Executive Producer :
Jenny Russo Novak
Director :
Jesse James McElroy
Line Producer :
Leslie Lucey
Editorial Company :
Editor :
Paula Petruski
Assistant Editor :
Brandon Doby
Colorist :
Steve Picano
Executive Producer :
Gina Pagano
Producer :
Alex Pinkett
Audio Company :
Heard City
Sound Design :
Midnight Snack
Sound Designer/Mixer :
Phil Loeb
Sound Designer/Mixer :
Danny Irizarry
Sound Designer/Mixer :
Eric Warzecha
Sound Designer/Mixer :
Virginia Wright
Managing Partner :
Gloria Pitagorsky
Head of Production :
Jackie James
Executive Producer :
Liana Rosenberg
Senior Producer :
B Munoz
Senior Producer :
Nick DuVarney
Assistant Producer :
Dylan Stetson
Assistant Mixer :
Oddy Litlabo
Assistant Mixer :
Virginia Wright
Assistant Mixer :
Zoltan Monori
Assistant Mixer :
Chenoa Tarin
Music Company :
JSM Music
Chief Creative Officer :
Joel Simon
Executive Producer :
Jeff Fiorello
Senior Producer :
Norm Felker
Senior Producer :
Andrew Manning
Producer :
Sharon Cha
Co-Composer :
Joel Simon
Co-Composer :
Seamus Kilmartin
Visual Effects Company :
Fin Design & Effects
Visual Effects Supervisor :
Mikey Brown
Visual Effects Supervior :
Jesse Meha
Executive Producer :
Billy Becket
Visual Effects Producer :
Isabelle Howarth
Global Business Director :
Ariel Stern
Business Director :
Sarah Mannion
Account Director :
Samantha Bernstein
Assistant Account Executive :
Anshicca Somaiya
Executive Strategy Director :
Daryl Giannantonio
Group Strategy Director :
Maddie Gupta
Senior Business Manager :
Emily Nargi
Director of Operations :
Kevin Bill
Project Manager :
Jillian Rowland
Media Agency :
Managing Director Strategic Planning :
Lauren Tuchalski
Director Strategic Planning :
Catie Erbicella
Associate Director Strategic Planning :
Selen Cakiryildiz
Manager Strategic Planning :
Lexie Kirmsse
Director Digital Investment :
Alicia Lonnie
Associate Director Digital Investment :
Jeanmarie Castaldi
Manager Digital Investment :
Kristy City
Director Social Investment :
Johanna Trivino
Associate Director Social Investment :
Sean Wasserman
Manager Social Investment :
Alina Serbina
Manager OOH Investment :
Karla Rivas
Senior Director :
Benjamin Crook
Director :
Christopher Symmes
Marketing Manager :
Amanda Triglia
Associate Brand Manager :
Dakota Osmun
Senior Regional Advertising Producer :
Arlene Fernandez
Regional Advertising Producer :
Minna Cedeno
Consumer & Market Insights Lead :
Marcy Saltz
Consumer & Market Insights Brand Lead :
Yoojin Choi

Need a credit fix? Contact the Creativity Editors

Project Type