Some ads try to be clever. Some try to be loud. And then there’s Sir Kensington’s “Obey Tongue”, a campaign that manages to be both—and still somehow totally original. Known for its offbeat sophistication and a condiment lineup that takes itself just unseriously enough, Sir Kensington’s latest campaign feels like the brand has finally given voice to the one part of your body that really cares about flavour: your tongue.
Obey Tongue is a sensory, surrealist ride into the world of taste—literally. The campaign flips the perspective and gives viewers a wild, visceral glimpse at how food is experienced from inside the mouth. You’re not just watching a sandwich being devoured; you’re essentially becoming the mouth. It’s juicy, weird, strangely intimate—and totally unforgettable.
Directed by the team at Mythology (the agency behind some of the most stylishly bizarre brand stories in recent years), the campaign blends absurdity with a strange sort of reverence. The tongue isn’t just a passive participant in the eating process—it’s the boss. It stretches, undulates, reacts. The food offerings—crispy fries, decadent sauces, creamy mayo—are framed not just as snacks, but as offerings to a taste deity.
The voiceover, delivered in the same tone as a royal decree, says things like “The tongue knows. The tongue decides.” And it does so with such sincere conviction, you’ll almost start questioning your own loyalty to other condiments.
What makes this campaign especially compelling is its refusal to sanitize. It leans into the fleshy, textural, delicious messiness of eating. There’s nothing overly stylized or hyper-aestheticized about it. It’s up close, personal, and unapologetically visceral. And yet, thanks to Mythology’s tight art direction and Sir Kensington’s brand identity, it never strays into pure chaos—it’s still stylish, still elevated, still very much Kensington.
By making the tongue the main character, the campaign repositions taste as not just a sense, but a sensibility. It’s an invitation to submit to indulgence. Not in a gluttonous way, but in a way that honors pleasure, flavour, and the expressive potential of food. It also subtly reinforces Sir Kensington’s brand promise: their products are not just condiments—they’re experiences.
“Obey Tongue” could’ve easily gone off the rails in the wrong hands. But here, it feels like a brilliant, bizarre celebration of sensory joy. It’s exactly the kind of bold creative we love to see in the food and beverage space—one that refuses to play it safe, and ends up tasting all the better for it.
Tastefully unhinged—and that’s exactly how I like it. — Julian Vega
