How do you get haters to change their minds? You change their minds.

We partnered with acclaimed hypnotherapist Rory Fulcher to create a 15-minute video that used mind control techniques to turn haters into lovers. We invited haters to apply to view with a primetime TV ad, whilst subliminal messages were planted in TV and radio ads of the nations’ favourite brands. We also embedded hidden messages in OOH ads. Mind control press ads were released as well as specially designed packaging to turn haters into lovers and encourage haters to join the 15-minute mind control experience.

The campaign continued in a second phase where we interrupted ads for other brands including Virgin, Surf, Seat, Foster’s, and AA. We also used blipverts featuring phrases like: “Open your mind to the possibility that Marmite is not yuk or gross.” Each partner brand gave permission for their ads to be interrupted in this innovative way.