BBDO's Latest Ad for Snickers Ice Cream Bars Is a Real Scream

Can discordant screaming sell ice cream?

Snickers sure hopes so, because that’s the angle it’s going with this new spot for Snickers ice cream bars. Playing on the “I scream, you scream” rhyme, the ad shows a mom and son, a crab, a tattooed bodybuilder, his tattoo and the boardwalk caricature of a married couple all screaming at one of those ice cream trolleys you see around the beach.

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Snickers 'Hungerithm' Sets the Candy's In-Store Price Based on the Internet's Mood

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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For Tax Day, BBDO Tells the True Story of a Woman Who Tried to Write Off a Snickers Bar

Tax Day isn’t usually a time for great brand creativity, but BBDO New York goes the extra mile this year with a short documentary about an Arizona woman who tried to write off a Snickers bar in 2005.

She was audited, and the authorities took a dim view of her audacity.

Also, it’s a true story. BBDO found the woman’s case online, pitched her the concept and flew to her hometown in Arizona to shoot the film.

CREDITS
Client: Snickers
Spot: “The Snickers Write-Off”

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
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



BBDO NY Releases Tax Day Spot for Snickers

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

BBDO Launches ‘You’re Not YouTube’ Extension for Snickers

BBDO’s “You’re Not You When You’re Hungry” campaign for Snickers has been around for years, but the agency keeps finding ways to rejuvenate it, such as this year’s Super Bowl spot starring Danny Trejo as Marcia Brady. Now the agency has teamed up YouTubers from around the world for a new “You’re Not YouTube” campaign extension.

Each of the videos features a YouTube personality acting unlike their self due to hunger. In the sole video out of the U.S., for example, Jessica Harlow takes a break from style and motivation to instead explore “How to Let Yourself Go!” Harlow goes from motivational and style-savvy to remote-grabbing stick wielding and sweat-pants wearing without proper sustenance in the sarcastic video.

The worldwide campaign is actually pretty huge, with efforts from 13 YouTube personalities in eight different countries. We’ve included a few of the international efforts below, and you can head on over to Adweek to see the rest.

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

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

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



BBDO New York Takes Pranks Too Far for Snickers

BBDO New York released two online spots designed to function as April Fool’s Day related extensions of the brand’s “You’re Not You When You’re Hungry” campaign.

That connection, though, is a bit of a stretch. The two ads both follow April Fool’s Day pranks that go too far, followed by the message, “If you take April Fools this far, you might be hungry.” We’re not sure how being hungry translates to over the top pranking exactly, other than wanting to tailor the theme to the existing message. At any rate, in “Bedtime” a woman sets up a camera to document her prank on her significant other, which involves hiding a large snake under the covers and calling him to bed. Another spot sees a boy plugging his guitar into a large amp set up directly across from a slumbering grandmother. Clearly both of these pranks are not only ill advised, but could result in heart attacks. It can’t help but remind us of a certain other April Fool’s Day prank that went too far.

Credits:

Agency: BBDO New York

Client: SNICKERS

Title: “Bedtime” – “Grandma”

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Gianfranco Arena

Executive Creative Director: Peter Kain

Copywriter: Lucas Owens

Art Director: Sei Rey Ho

Director of Integrated Production: David Rolfe

Group Executive Producer: Amy Wertheimer

Producer: Annie Dietz

Group Planning Director: Crystal Rix

Senior Planner: Alaina Crystal

Global Account Director: Susannah Keller

Account Director: Joshua Steinman

Account Manager: Tani Corbacho

Account Executive: Jocelyn Choi

Editorial: The Kitchen at BBDO

EP: Renee Haar

Editor: Keith Vogelsong

Sound-mix: Corey Bauman

Social Media Agency: FANSCAPE (THE MARKETING ARM)

Account Management: Torri Eubanks

Associate Director of Strategy: Hannah Redmond

Content Strategist: Rita Mogilanski

Casting: HOUSE CASTING

Production: UBER CONTENT

Director: Ben Callner

Executive Producer: Steve Wi

Production: ALL:EXPANDED

Director of Photography: Ron Egozi

Executive Producer: Duncan Winecoff

Line Producer: Tara Bassim

AC/DIT: Brandon Kelly

Gaffer: Adam Lukens

Production Designer: Joseph Sciacca

Prop/Set Decorator: Billy Brad Burke

Wardrobe: Bree Perry

HMU: Kristen Alimena

PA/Driver: Nick Stergiopoulos

Animal Agency: ALL CREATURES GREAT & SMALL

Animal Wrangler: Cat Long

Snickers Billboard Spurs New Stage of U.S. Campaign

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 Turned Marcia Brady Into Danny Trejo on 'Hungerlapse' Billboard, Too

BBDO New York’s “Brady Bunch” Super Bowl campaign for Snickers had a great out-of-home teaser element that not too people saw—but now you can, as video of it was posted Tuesday to the brand’s YouTube page.

The teaser video with Danny Trejo brushing his hair in the mirror rolled out online on Jan. 21. But the billboard campaign began way earlier—back in the first week of the year. By Jan. 9, people were already taking photos of the hand-painted New York City board (originally just showing Marcia Brady) and posting them online, tagged #WhatsUpWithMarcia.
 

 
Over a period of a few weeks, painters slowly transformed sweet Marcia into surly Danny. Check out that process in the new video here:

The video isn’t just a recap of the creative, either. Rather, it kicks off a new U.S. promotion. A spokesperson with Mars Chocolate North America tells us that fans can visit EatA.Snickers.com and show the brand (in photos or videos) who they are when they’re hungry—for a chance to win cash prizes and a YouTube takeover for a day.



Snickers Took Over the Back of SI's Swimsuit Issue With a Ssssplendid 'You're Not You' Ad

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



Snickers Leaks ‘The Brady Bunch’ Super Bowl Spot from BBDO NY

When Snickers teased its Super Bowl spot from BBDO NY with footage of Danny Trejo combing his hair and seemingly playing Marcia Brady, the brand promised that they would release the ad in its entirety if it generated 2.5 million social media engagements before the big game on February 1st. With over 2.8 million views on YouTube alone, the video easily cleared the hurdle, and Snickers has now released “The Brady Bunch” in its entirety.

As expected, the ad follows the formula of the brand’s “You’re Not You When You’re Hungry” campaign, with Trejo playing Marcia Brady. Footage from the teaser is not part of the ad, which rather uses actual footage from The Brady Bunch, inserting Trejo into perhaps the show’s most well-known episode — the one where Marcia gets hit by a football. The spot opens on the scene immediately following nosegate, with Trejo (as Marcia) complaining that she can’t go to the school dance looking like that. As expected, the antidote to her grumpiness is a Snickers, but the ad also manages a surprise via a celebrity guest appearance which we won’t disclose here.

While we’re not sure we’d go so far as to call this “one of the funniest Super Bowl ads ever” (as Adweek did), it’s certainly a highlight within the “You’re Not You When You’re Hungry” campaign and promises to be one of the most entertaining ads of this year’s bunch (and a fan favorite) come Sunday. Snickers released a “The Making of The Brady Bunch” feature along with the ad, which we’ve featured below.

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)

Snickers' Brady Bunch Ad Is Here, and It's One of the Funniest Super Bowl Spots Ever

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)



BBDO NY Teases Snickers’ Super Bowl Spot

Snickers has released a teaser of its Super Bowl spot from BBDO New York, apparently a continuation of the agency’s ongoing “You’re Not You When You’re Hungry” campaign.

The teaser features Danny Trejo as Marsha Brady, angrily brushing his hair and counting each brushstroke as Mrs. Brady calls from downstairs, giving a pretty clear indication of the direction the full 30-second ad will take. Snickers’ ad will mark the brand’s first Super Bowl appearance since 2011, as Mars has instead opted to plug its M&Ms brand during the big game for the past few years. Interestingly, Snickers has promised to release the complete ad early if it generates enough interest.

“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 told Adweek.

Danny Trejo Is Marcia From the Brady Bunch in Snickers' Super Bowl Teaser

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.



Snickers Gives You an Early Halloween Treat With This Truly Twisted Ad

Halloween is like Christmas for candy brands, and Snickers usually swoops in, batlike, with some fun and spooky advertising (most notably, perhaps, BBDO’s truly odd “Grocery Store Lady” spot from 2010).

And this year, it’s Spanish-language Snickers spot that’s giving people chills.

Everything about the ad is great—the premise, the visual effects, the guy at the end bellowing about his TV show. A real treat from LatinWorks.



When Brands Bite Back: World Cup Edition

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…)

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Trabalhadores de obra trocam cantadas por gritos feministas em ação de Snickers

Obras e mulheres, historicamente, não combinam. Porém, essa encenação criada pela Snickers tenta imaginar um universo alternativo em que, em vez de cantadas de mau gosto, os trabalhadores das construções gritam palavras de ordem feministas.

“Voce? merece ser tratada com respeito!”; “Lugar de mulher e? onde ela quiser!” e “Sabe o que eu gostaria de ver? Uma sociedade em que a objetificac?a?o das mulheres abre caminho para a interac?a?o de ge?neros livre de suposic?o?es e expectativas!” são algumas das frases anti-sexistas que surpreendem as mulheres que passam pelo local.

Tudo bem divertido, o problema é quando entra a famosa assinatura da marca: “Voce? na?o e? voce? quando esta? com fome”. A agência Clemenger BBDO talvez queira que você interprete isso considerando que os homens só falam bobeira pois estão com fome. Quando eles comem um Snickers, começam a derramar bom senso.

Mas o conceito é problemático, pois dá margem para o entendimento inverso: Os homens estão agindo com educação pois estão com fome, lhes dêem Snickers que voltarão com a misoginia de sempre. Essa interpretação, obviamente, está gerando protestos e comentários raivosos no YouTube.

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Construction Workers Yell Messages of Empowerment to Women in Snickers Stunt

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. ?"


    



Godzilla Is One Hard-Partying Bro, Until He Runs Out of Snickers

If only someone would get Godzilla a Snickers, so much urban destruction could be averted.

A new spot for the candy bar brand applies its "You're not you when you're hungry" tagline to the famous Japanese monster, who will return to U.S. theaters this May. When he's not wreaking havoc on entire cities, Godzilla is in fact a monster ladies' man, Ping-Pong player and water skier—a consummate bro.

BBDO's execution of the ad is more or less genius, complete with cheesy theme music and zippy montage. Godzilla himself is styled as an oversize action figure, more like Bobcat Goldthwait's tiny-town-wrecking incarnation in One Crazy Summer than Hollywood's city-stomping terror lizard.

I suppose we should be glad the "real" Godzilla isn't such a good guy with a sweet tooth for nougat. If he were really that easy to calm down, it wouldn't make for much of a movie.

Credits below.

CREDITS
Client: Snickers, Mars
Spot: "Godzilla"

Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Creative Director, Copywriter: Alex Taylor
Creative Directyor, Art Director: Jason Stefanik
Group Executive Producer: Amy Wertheimer
Executive Music Producer: Loren Parkins

Production Company: Smith and Jones
Director: Ulf Johansson
Director of Photography: Andrejz Sekula

Music House: South/AKM

Editing House: Mackenzie Cutler
Editor: Ian Mackenzie

Visual Effects House: MPC
Visual Effects Producer: Camila De Biaggi
Visual Effects Supervisor: Alex Lovejoy

Mix: Heard City
Mixer: Keith Raynaud

Telecine: Company 3
Colorist: Tim Masick


    



Snickers mostrará o Godzilla amigo da galera no intervalo do Oscar

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.

Godzilla

Brainstorm9Post originalmente publicado no Brainstorm #9
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