Marmite’s marketing over the last couple of years has centred around the idea of turning ‘Marmite haters’ into ‘Marmite lovers’ via hypnosis. We’ve enjoyed lots of the ads in this series, even if we felt that most of them didn’t fully turn the funny core idea into consistently funny video content.
This particular three-minute film is the culmination of Marmite’s genuine social experiment, in which they invited the Marmite haters to apply to be hypnotised into liking Marmite. The video shows this being successful in seven out of ten cases. Unfortunately, it’s not very entertaining — and you can see that the video received very little engagement on YouTube as a result.
It’s a shame, because this video could have been the highlight of the campaign — we wish the creative team had added a presenter armed with a funny script, or even added some voiceover. Surely some of the participants were funny on the day, too?
Thankfully we loved one of the other videos in this campaign, but you’ll have to click through to the main article to find out which one, and why…