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7 October 2019

Hypnotised Haters

by Syd Briscoe

Marmite: “Mind Control” - 60s

Marmite offer a fresh take on their iconic 'you either love it or hate it' slogan in an intriguing new campaign. Yeast-spread haters from all walks of life are brought together to try and have their minds changed: not via persuasion, but by way of hypnosis.

The mind control film itself is only shown via short snippets - presumably to prevent a country-wide shortage of the brown stuff when converted lovers storm their local supermarket for some spread. Director Martin Granger captures the confused delight of the test subjects nicely, making audiences wonder if there is some truth to the trick.

A teaser is available via the brand's website, for the curious, although truly interested parties will have to apply for the full experience. It remains to be seen if this technology will be extended to other offensive foodstuffs... although we can't think of any quite as divisive as Marmite itself.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Martin Granger Ⓟ Ⓦ
Producer: Jess Ensor / Giles Nathan
Cinematographer: Theo Garland
Editor: Tim Hardy Ⓦ @ Stitch Ⓟ Ⓦ
Post Production: Electric Theatre Collective Ⓟ Ⓦ
VFX: Giles Nathan
Colourist: Jason Wallis
Flame: Mark Chapman / Hani AlYousif
Animation Director: Ewan Jones Morris
Animation: Matthew Rowley / George Dyson / Douglas McGinness @ Friends Electric Ⓟ Ⓦ
Sound Designer: Will Cohen @ String and Tins Ⓟ Ⓦ

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