Digger Tries to Turn Polarization Into Creative

Warner Bros. converted sharply divided early reactions into an ad built around the invitation to 'decide for yourself.'

Warner Bros. responded to polarized Digger reviews by turning the disagreement itself into creative. 'Decide for yourself' is an appealing line because it reframes criticism as curiosity.

The problem is that curiosity is not necessarily intent. A consumer still needs to understand what experience the movie offers and why it deserves time and money.

Review-response advertising can work when controversy amplifies an existing value proposition. It is weaker when controversy becomes the proposition.