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Marmite's explosive out-of-home ads warn tasters of its new chili-infused Dynamite spread to handle the product with care.

The first execution features the giant lid of a Marmite Dynamite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Other ads will show huge lids blown skywards and hooked onto nearby buildings and trees. The campaign also includes social activity and a three-minute segment on This Morning, during which hosts Alison Hammond and Dermot O’Leary exclusively taste-tested the new product and discussed the history of the brand.

The work was written by Alex Lucas and art directed by Jon Farley. Mindshare is the media agency and W Communications handled PR.