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The mind games continue in the second instalment of Marmite's "Mind control" campaign.

Beginning like a standard AA ad, the spot details the motoring association's breakdown coverage before being interrupted by "subliminal advertising" for Marmite, telling consumers to "love it". The phrases "don’t hate" and "yum yum" are also chanted as the ad comes to a close.

A trio of hypnotic print ads repeat the tagline "hater become a lover", while other TV and radio executions interrupt ads for Virgin, Surf, Seat and Foster’s.

The work was created by Simon Vicars, Andre Sallowicz, Matt Fitch and Mark Lewis, and directed by Martin Granger (live action) and Ewan Jones Morris (animation) through Moxie Pictures and Friends Electric, respectively. Media is handled by Mindshare.

Last October, Marmite launched its "Mind control" campaign, claiming to use hypnosis in a bid to turn haters of the divisive spread into lovers.