Hasta La Creative!

Snickers has dreamed up one of the cooler online/offline advertising-meets-point-of-sale hybrid campaigns of the year, introducing a “Hungerithm” that gauges the mood of the Internet and adjusts the price of its candy bars in 7-Eleven stores accordingly, in real time. 

The angrier the Internet, the cheaper the candy—to make everyone a bit happier. 

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BBDO New York has released a timely Tax Day online spot for Snickers, entitled “The Snickers Write-Off.”

Billed as a “short documentary,” the ad follows the story of the “injustice” faced by an Arizona woman in when she attempted in 2005 to write-off a Snickers bar as a business expense (she was later audited). She purportedly bought the bar while working late in an effort to stave off hunger and stay on-task. The spot features her telling her version of events, and features a tax attorney who agrees that it should have counted as a deductible business expense, as well as a neuroscientist explaining how hunger affects the brain. It ends with Snickers doing something to attempt to make things right. While the spot runs a bit long at over three minutes, it finds the right balance of tone and, of course, couldn’t be more timely. Now running on YouTube, a social campaign supporting the video will roll out on Facebook, Twitter and Tumblr from now until Tax Day (April 15th).

Credits:                                                                                                                                                                                                                                                           Agency: BBDO NEW YORK                                                                                                                                                                                                                                                Client: SNICKERS

Chief Creative Officer, BBDO Worldwide: David Lubars                                                                                                                                                                                          Chief Creative Officer, BBDO New York: Greg Hahn                                                                                                                                                                                        Executive Creative Director: Gianfranco Arena                                                                                                                                                                                                    Executive Creative Director: Peter Kain                                                                                                                                                                                                                 Creative Director: Peter Alsante                                                                                                                                                                                                                                            Associate Creative Director: Matthew Zaifert                                                                                                                                                                                                    Managing Director: Kirsten Flanik                                                                                                                                                                                                                             Global Account Director: Susannah Keller                                                                                                                                                                                                            Account Director: Joshua Steinman                                                                                                                                                                                                                        Account Manager: Dylan Green                                                                                                                                                                                                                                Account Executive: Jocelyn Choi                                                                                                                                                                                                                                Director of Integrated Production: David Rolfe                                                                                                                                                                                                       Group Executive Producer: Amy Wertheimer                                                                                                                                                                                                        Producer: Mona Lisa Farrokhnia                                                                                                                                                                                                                                    Music Producer: Julia Millison                                                                                                                                                                                                                                     Group Planning Director: Crystal Rix                                                                                                                                                                                                                           Senior Planner: Alaina Crystal

Director: Evan Bernard                                                                                                                                                                                                                                               Director of Photography: Joseph DeSalvo                                                                                                                                                                                                                    Line Producer: Koji Yahagi                                                                                                                                                                                                                                    Production Supervisor: Renee Haar                                                                                                                                                                                                                               Projects Lead: Michael Gentile                                                                                                                                                                                                                                         Audio Engineer: Corey Bauman                                                                                                                                                                                                                           Illustrator: Kieran Bergin

Editorial: NO6                                                                                                                                                                                                                                                                  Editor: Ryan Bukowski                                                                                                                                                                                                                                             Executive Producer: Corina Dennison                                                                                                                                                                                                                    Producer: Malia Rose                                                                                                                                                                                                                                                 Colorist: Stephen Picano

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.”

U.S.

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.”

U.K.

United Arab Emirates

Egypt

Turkey

Lebanon

Brazil

CREDITS
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 Director, BBDO New York: Gianfranco Arena
Executive Creative Director, BBDO New York: Peter Kain
Associate Creative Director, BBDO New York: Matt Herr
Associate Creative Director, BBDO New York: 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

Multi-Channel 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

You’ve all seen BBDO’s Brady Bunch-themed Danny Trejo/Steve Buscemi Snickers Super Bowl spot that continues to saturate your TV.

In another, recently publicized element of the campaign, a billboard that’s been up in New York City since December that initially featured a massive image of Marcia Brady was gradually turned into Trejo’s menacing mug.

This week, the brand has unveiled a quick time-lapse clip (above) of the billboard’s transformation from Brady to badass in a matter of weeks. Snickers seems to have captivated some New Yorkers, who were initially compelled to take photos and hit social media with the hashtag #WhatsUpWithMarcia.

Colossal Media, which handled the painting process, shared its own stop-motion clip and accompanying risque joke (?) last month:

The secret about #whatsupwithmarcia is finally out. #eatasnickers, y’all. pic.twitter.com/AgxxlWiUIu

— Colossal Media (@colossalmedia) January 23, 2015

I wonder if the carpet matches the drapes. #whatsupwithmarcia #eatsnickers http://t.co/fHwRAejHBI

— Colossal Media (@colossalmedia) January 24, 2015

The billboard essentially serves as a springboard for the next phase of the “Who Are You When You’re Hungry?” campaign.

There’s the web site that encourages visitors to upload photos, the Snickers Meme Generator, and a contest offering the chance to win free stuff or take over the brand’s YouTube page for a day.

Expect more work to come.

Snickers and BBDO New York have followed up their brilliant “Brady Bunch” Super Bowl ad with an inspired print piece—taking over the back cover of Sports Illustrated’s new Swimsuit Issue with this fantastic “You’re not your when you hungry” ad.

Hannah Davis, of course, is on the front cover of the magazine. But on the back is a much less traditionally attractive female—Medusa, in fact, whom models apparently act like when they haven’t had a Snickers in a while.

Cynics will suggest models are always hungry, and wouldn’t be caught dead rectifying that fact by wolfing down a Snickers bar in public. But leaving aside the issues of verisimilitude, this is a pretty great ad and media placement. The recasting of Sports Illustrated as “Super Irritated” is a particularly nice touch.

See the front cover, and credits for the Snickers ad, below.

Front cover:

CREDITS
Client: Snickers
Ad: Medusa

Agency: BBDO New York
Chief Creative Office, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Creative Director: Danilo Boer
Senior Creative Director: Grant Smith
Executive Art Producer: Betsy Jablow
Account Director: Josh Steinman
Account Manager: Dylan Green
Planner: Alaina Crystal

Photographer: Vincent Dixon

CGI: Parker & Biley
Production Company: Jake Mills Productions

Here’s the story, of a man named Danny. Danny Trejo, that is, and he just might win the Super Bowl.

Snickers just released its full 30-second Brady Bunch-themed Super Bowl spot from BBDO New York, and it doesn’t disappoint. As expected, it features the “You’re not you when you’re hungry” joke format, and matches Mr. Trejo with everyone’s favorite eldest Brady girl, Marcia.

Without giving away too much, it takes place right after the famous scene where Peter hits Marcia in the nose with a football. (In hindsight, this wouldn’t have happened if the ball was just slightly deflated.) And it also features a very special suprise guest—and no, it’s not Tom Brady.

As promised in the teaser for this ad (also posted below), this spot was released early, as consumers did generate 2.5 million social media engagements before kick-off on Feb. 1.

And here’s the behind-the-scenes video:

CREDITS
Client: Snickers
Spot: Brady Bunch

Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Director of Integrated Production: Dave Rolfe
Group Executive Producer: Amy Wertheimer
Executive Music Producer: Melissa Chester
Group Planning Director: Crystal Rix
Planner: Alaina Crystal
Managing Director: Kirsten Flanik
Global Account Director: Susannah Keller
Account Director: Joshua Steinman
Account Manager: Tani Corbacho
Account Executive: Jocelyn Choi

The Marketing Arm: Celebrity Talent, Intellectual Property, Music Rights Acquisition
Director, Entertainment: Brad Sheehan

O Positive: Production Company
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
DP: Trent Opaloch

Arcade: Editorial
Producer: Kirsten Thon-Webb
Editor: Geoff Hounsel
Assistant Editor: Healy Snow

The Mill: Post-Production Effects
Creative Director: Ben Smith
VFX Supervisor: Nick Tanner
Executive Producer: Verity Kneale
Producer: Carl Walters
Senior Compositor: Nathan Kane
Colorist: Fergus McCall

Q Department: Music House
Sound Lounge: Audio Mix (Tom Jucarone)
Lime Studios: Voiceover Record (Loren Silber)

Marcia, Marcia, Marcia!

Jan Brady would be shocked to see how grumpy her sister has become in Snickers’ teaser for its Brady Bunch-themed Super Bowl ad. Indeed, she’s so grumpy that she’s turned into Danny Trejo, angrily brushing her hair (and counting the brushes, as the character used to do) in front of a mirror as her mother calls from downstairs.

The full 30-second spot, by BBDO New York, is expected to continue the brand’s “You’re Not You When You’re Hungry” campaign—so apparently Marsha is so hungry, she’s acting like Robert Rodriguez’s favorite anti-hero.

This will be Snickers’ first Super Bowl spot since 2011, taking the place of M&M’s, which has enjoyed Mars’ slot in the Big Game spotlight in each of the past three years. Snickers’ 2011 spot starred Roseanne Barr and Richard Lewis. Its 2010 spot famously had Betty White playing football—it was one of the most-liked ads of that game, and is generally credited with reviving the actress’s career.

Not everyone loves Super Bowl teasers and full ads being released early—many think it spoils the surprise. But Mars is assuming enough people will want to see the full Trejo spot early that it’s made a little contest out of it.

“Fans can ask to have the spot released early through a number of social media activities, and if consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early,” the brand tells us.

Just when you thought nothing interesting was going to come of the World Cup following that gut-wrenching tie against Portugal, we have a notable player accused of mastication.

During a game that pitted Uruguay against Italy, Luis Suarez (the gentleman seen checking his incisors above) got in a tangle with Italy’s Giorgio Chiellini (the other guy). And then, Suarez got the munchies and bit Chiellini. Thank God for Twitter, because some notable brands decided to have some fun at Suarez’s expense with hashtags, original thoughts, subtle product placement, and even a few sponsored tweets.

It was all in fun, of course, until Suarez got suspended for nine games and banned from “any football-related activity” for four months.

(more…)

New Career Opportunities Daily: The best jobs in media.

Australian construction workers simply aren't themselves in this amusing stunt from Clemenger BBDO in Melbourne. In fact, they're actors who shout empowering statements to women on the street in a real-world extension of Snickers' "You're not you when you're hungry" campaign.

Instead of sexist catcalls, the hardhats yell, "I'd like to show you the respect you deserve!" and, "A woman's place is where she chooses!" Best of all: "You know what I'd like to see? A society in which the objectification of women makes way for gender-neutral interaction free from assumptions and expectations."

According to Snickers exec Brad Cole, "There were a few nervous moments while we were filming the reactions, but the public took the experiment in the spirit in which it was intended—to charm and amuse them."

There is, of course, a negative way to interpret this execution. By saying blue-collar guys "aren't themselves" when they're being polite, it pretty clearly implies they're otherwise a bunch of misogynistic boors. This seems to be more of an insult to guys than women, but it's still rubbing some the wrong way, like this YouTube commenter: 

"So wait, men are only respectful and decent human beings when they're 'not being themselves'? Men should eat a snickers to 'be themselves again' so that they can be sexist, ignorant douchebags that harass women? Great, Snickers. This kind of sexist perpetuation of masculinity is just what our world needs. ?"

Em um comercial que será veiculado durante o intervalo do Oscar, no próximo domingo, a Snickers aproveita novamente o conceito “Voce? na?o e? voce? quando esta? com fome”.

O protagonista é Godzilla, em uma veiculação casada com a Warner Bros., que irá estrear o novo filme do monstro em 16 de maio.

No comercial ele é o amigo da galera, tomas umas, dança em festas, joga tênis e paquera garotas. Mas é na hora da fome que ele não se controle e começa a destruir Nova York.

Dentro das referências cinematográficas, recentemente a marca veiculou um anúncio com Gremlins.

A criação é da BBDO.

Post originalmente publicado no Brainstorm #9
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