Mayo Haters

Insight

Advertising has always used people who love a product to promote it's legitamacy, but you actually get a stronger response from those who despise it.

Idea

Instead of getting people who love Mayo, to try NotMayo, use people who despise it.

Execution

A series of films that show mayo haters repulsed by NotMayo.

Notes

Firstly, great use of reddit. Adds an interesting layer to the story that feels geniuine. Also love how they didn't shy away from how repulsed people get in the videos. The bigger the reaction the funnier and more poignant the argument becomes.