Using bad testimonials to show the good

Most brands panic when they get bad reviews. Snowbird Ski Resort? They printed theirs on a billboard. The ad features a one-star review complaining that the mountain is “too advanced”… paired with an image of a skier getting blasted by deep powder. It’s pure “Testimonial Judo.”

The Smart Stuff Behind It

Eye-tracking data shows most people first read the “Too Advanced” review, then their eyes jump to the skier eating snow. That combo tells the whole story: this mountain is hardcore, and that’s exactly what expert skiers want.

Why It Works

• Leverages social proof by flipping the critic’s words into validation
• Makes the “negativity” intriguing to their exact audience
• Visual storytelling reinforces brand positioning without needing copy
• Creates instant tribal appeal: “If you can handle this, you belong here”

Other Brands Doing It

• Tesla uses critics’ “too expensive” comments to emphasize quality.
• Liquid Death leans into “ridiculous” branding complaints as proof of authenticity.
• Wendy’s flips competitor shade into viral Twitter roasts.