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 you when you're 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.
Agency: BBDO, New York
Chief Creative Office, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Senior Creative Directors: Danilo Boer, Grant Smith
Executive Art Producer: Betsy Jablow
Account Director: Josh Steinman
Account Manager: Dylan Green
Planner: Alaina Crystal
Photographer: Vincent Dixon
Computer Graphics Imagery: Parker & Biley
Production Company: Jake Mills Productions