Snickers Got YouTubers to Post Terrible Videos as If They Recorded Them Hungry

Another fun take on 'You're Not You'

Headshot of Tim Nudd

For a campaign that's five years old, Snickers' "You're Not You When You're Hungry" is having quite the creative renaissance this year.

The Super Bowl ad was fantastic (as was the New York City billboard that teased it). The Medusa ad on the back cover of Sports Illustrated's Swimsuit Issue was inspired. And now, we get a very fun campaign in which the brand got video bloggers all over the world to post intentionally bad videos—pretending they recorded them while they were hungry, and thus weren't themselves.

The "You're Not YouTube" campaign launched simultaneously in eight countries and included 13 popular "how-to" vloggers on YouTube. In each video, it's clear something is wrong as the usually sure-footed hosts appear completely off their game.

For example, in the one U.S.-based video, style and motivational guru Jessica Harlow, who's usually so put together, apathetically shows fans how to "let yourself go."


There are two videos from Puerto Rico. In one, high-energy comedian Alex Diaz demonstrates yoga-inspired relaxation techniques. In the other, political commentator Jay Fonseca totally switches gears and offers step-by-step instructions on how to make hand-made floral scrapbooks.

Puerto Rico

The others vloggers are from the U.K., UAE, Egypt, Turkey, Lebanon and Brazil. You can check out their videos below.

"Vloggers are such dynamic content creators, it's quite interesting—and funny—to see what happens when hunger strikes and their faculties fail them," says Allison Miazga-Bedrick, Snickers brand director. "Between them the international vloggers in this campaign have over 7 million subscribers, generating huge global reach for this innovative digital extension of our campaign."


United Arab Emirates






Client: Snickers

Campaign: "You're Not YouTube"

Creative Originator: AMV BBDO, London

Copywriter, AMV BBDO: Diccon Driver

Art Director, AMV BBDO: Alan Wilson

Creative Agency: BBDO, New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

Executive Creative Directors, BBDO New York: Gianfranco Arena, Peter Kain

Associate Creative Directors, BBDO New York: Matt Herr, Justin Bilicki

Group Planning Director, BBDO New York: Crystal Rix

Senior Planner, BBDO New York: Alaina Crystal

Managing Director, BBDO New York: Kirsten Flanik

Global Account Director, BBDO New York: Susannah Keller

Account Director, BBDO New York: Joshua Steinman

Account Manager, BBDO New York: Tani Corbacho

Account Executive, BBDO New York: Jocelyn Choi  

Media Agency: Digitas

Media Supervisor: Chad Lewis

Media Planner: Martha Williams

Multichannel Network: Maker Studios

Director, Editor: Cody Buesing

Executive Producer: Michael Reilly  

Producer: Austin Bening

Director of Photography: Steven DiCasa

Production Designer: Samantha Hawkins

Hair, Makeup Artist: Thadius Lajara

Sound Mixer: Luke Tilghman

Production Coordinator: Rita Warkov

Production Assistant: Audrey Ketchell

@nudd Tim Nudd is a former creative editor of Adweek.