Has hunger ever caused you to feel like a princess who's also a little spacey—aka, a "Sprincess"? You need an Astro Tiara … or maybe just a Snickers Crisper.
You can buy the former on eBay, anyway, along with several other ridiculous products that Snickers and BBDO have dreamed up for people suffering from the kind of linguistic-mashup hunger symptoms introduced in the Snickers Crisper campaign.
This new "Hunger Innovations" campaign isn't limited to eBay, either. Snickers is also imitating your favorite home shopping channel with a faux infomercial, and taking advantage of autoplaying video in your Facebook news feed, to promote the conveniently bite-sized two-per-pack Crisper bars.
First, the campaign's digital video, which launched today, mines the rich depths of America's shop-from-home industry to demonstrate how a few of the newly discovered hunger maladies might wreak havoc on your day.
One might question the functionality of these products, but they are real. You can purchase a "Punching Pillow" right now on HungerInnovations.com, which redirects to eBay, for the low, low price of $89.99. (The pillow's $200 "list price" also makes for a nice tie-in to The New York Times' recent exposé on the deceptive nature of such e-commerce "deals.")
But wait … this new brand of hunger pang doesn't just affect sexually frustrated home-shopping hosts!
BBDO also produced two videos designed to take advantage of Facebook's muted autoplay function. With no sound, the clips look like music videos from a pop singer and a cartoonish metal band, respectively. But viewers curious enough to tap each video as it plays will be in for a couple of epic surprises.
Didn't expect that, did you? The next one is even more jarring.
The new work serves as an extension of the Crisper campaign that launched along with the product in January. The first spots marked a shift in BBDO's focus from the visually oriented gags of the "Brady Bunch" spot and similar ad/stunts to a message more closely tied to clever wordplay.
Meanwhile, the "You're Not You When You're Hungry" campaign continues for the flagship Snickers brand, and so far in 2016 has included the the William Dafoe as Marilyn Monroe Super Bowl spot and the world's most sloppily Photoshopped Sports Illustrated Swimsuit Issue back cover.
Client: Mars Chocolate North America
Agency: BBDO New York
Title: "Hunger Innovations," "Hungry Singers"
Brand Director – Filled Bars Portfolio: Allison Miazga-Bedrick
Brand Manager, SNICKERS® Brand: Michael Italia Sr.
Associate Brand Manager, SNICKERS® Brand: Martin Terwilliger
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, Art Director: Justin Bilicki
Creative Director, Copywriter: Matt Herr
EVP, Director of Integrated Production: David Rolfe
SVP, Group Executive Producer: Amy Wertheimer
VP Executive Music producer: Melissa Chester
Business Affairs Manager: Paul Cisco
Managing Director: Kirsten Flanik
EVP, Global Account Director: Susannah Keller
SVP, Account Director: Joshua Steinman
Account Manager: Tani Corbacho
Account Manager: Nick Robbins
Account Executive: Jocelyn Choi
SVP, Group Planning Director: Annemarie Norris
Senior Planner: Alaina Crystal
Senior Communications Planner: Sean Stogner
Production Company: Smith and Jones
Executive Producer: Philippa Smith
Director: Ulf Johansson
Line Producer: Philippa Smith
Product Shoot: Woodshop
Product Director: Trevor Shephard
Executive Producer: Cornia Dennison
Producer: Malia Rose
Editors: Jason MacDonald, Ryan Bukowski
Telecine Company: Company 3
Telecine Artst: Tim Masick
Producer: Rochelle Brown
Conform/Finish Company: No7
Conform Artist: Ed Skupeen (No7)
Audio Finishing: Sound Lounge
Engineer: Tom Jucarone
Sound Designer: Brian Emerich
Sound Designer: Bill Chesley
Music: Pulse Music
EP: Dan Kuby
Metal Band Composer: Adam Miele
Pop Singer Composer: Chris Davies, Julia Piker