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.
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
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