Marmite "Mind control" by Adam & Eve/DDB

One of the UK's most divisive brands believes it can convert haters into lovers using the power of hypnosis.

Marmite has invited doubters to apply to join a mind control experiment, in which trained hypnotist and author Rory Z Fulcher will take people through hypnotherapy techniques designed to change their taste perceptions and turn them into lovers of the yeasty spread. A TV ad promoting the experiment is set in a research kitchen and shows 10 Marmite haters reacting to the mind control film, which the brand has deemed too powerful to be shown widely.