Or what might can also be called ‘The Burger King Method’ considering how many lions they have earned from making fun of McDonald’s. There is a reason it works. The underdog angle gives a clear compelling case video narrative from the get-go, which is also an easy PR angle for news. Most importantly, due to a typically more bland personality and bigger baggage, the most well-known brands are often not that well-liked by consumers, so the audiences are likely to be on your side. Whether or not they really like your brand or believe in your cause, joining your side makes audiences feel like they are taking the big guys down a notch. This can lead to nice engagements numbers or great soundbites for your case.