BBDO New York’s Snickers Campaign Flaunts Some Uncomfortable Situations

New takes on 'You're Not You When You're Hungry'

Two new spots promote the brand's almond and peanut butter varieties. - Credit by Snickers
Headshot of Erik Oster

Snickers may have sat out the Super Bowl this year, but BBDO New York is back with some new takes on its ongoing “You’re Not You When You’re Hungry” campaign for the brand.

Two new 30-second spots promoting Snickers’ peanut butter and almond varieties explore new iterations on the idea through a pair of guys who alternately overreact or get into an uncomfortable situation when hungry. One ad opens on a man in what appears to be a church confessional, alluding to various transgressions, such as spending time on the dark web and some petty shoplifting. Just as he begins to hint at more serious crimes, the spot pulls its big reveal.

In another spot, a man driving a car is annoyed by the way his friend pronounces the word “almond,” leading him to take drastic measures. As it turns out, he overreacts when he’s hungry.

The pair of spots follows AMV BBDO’s takeover of an entire network in the U.K. last November and pop-up restaurant Valentine’s Day stunt.

With three new flavors reportedly hitting stores in June, we expect plenty more hungry hijinks to come.


Client: Mars Chocolate North America
Josh Olken Brand Director: Snickers Brand Director
Michael Italia: Sr. Brand Manager, Snickers
Christie Sheffield: Sr. Associate Brand Manager, Snickers

Creative Agency: BBDO New York
David Lubars: Chief Creative Officer, BBDO Worldwide
Greg Hahn: Chief Creative Officer
Gianfranco Arena: Executive Creative Director
Peter Kain: Executive Creative Director
Scott Mahoney: Creative Director
Dan Oliva: Creative Director
David Rolfe: EVP, Director of Integrated Production
Amy Wertheimer: EVP, Group Executive Director
Anthony Curti: Executive Producer
Kirsten Flanik: CEO & President, BBDO New York
Susannah Keller: EVP, Global Account Director
Lisa Piliguian: SVP, Account Director
Tani Corbacho: VP, Account Director
Blake Maraoui: Account Manager
Aparna Joshi: Account Manager
Danee Fields: Account Executive
Amy Orgel: Senior Project Manager
Paul Cisco: Business Manager
Annemarie Norris: SVP, Group Planning Director
Christina Stoddard: Planning Director
Sean Stogner: Senior Communications Planner
Dexter Blumenthal: Junior Brand Strategist
Michael Schonfeld: Junior Communications Planner

Production Agency: Radical Media
Steve Miller: Director
Eric Schmidt: Director of Photography
Gregg Carlesimo: Executive Producer
Frank Scherma: Executive Producer
Cathy Dunn: Head of Production
Carla Tate: Producer

Editorial: Arcade
Dave Anderson: Editor
Joseph Petruccio: Assistant Editor
Fanny Cruz: Producer
Tristen Wake: Flame Artist
Mark Popham: Flame Assistant

Color: Company 3
Tim Masick: Colorist

Mix: Heard City
Keith Reynaud: Engineer

@ErikDOster Erik Oster is an agencies reporter for Adweek.
Publish date: March 8, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT