The challenge was to create the third TV spot in our Pepto Bismol “Love & Hate Campaign." We had already developed two executions portraying the intense relationships between food lovers and their favorite foods. Now, the challenge was to make the campaign grow while keeping it fresh.As we went deeper into the relationship between people and food, we discovered an unexplored angle of food psychology: Food is bipolar. The food that people love can be delicious and seductive in the beginning but then it becomes evil and dangerous. Unfortunately, food lovers discover this evil side a little too late, after they eat those foods. That’s why it’s a great idea to have Pepto Bismol in your cabinet.