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Ad of the Day: Snickers

Good sport Kenny G is the ultimate buzzkill in BBDO's latest spot

You're him when you're hungry.

Eat some Snickers Bites before you turn into Kenny G and bore your friends to death.

So says the latest installment in the Mars candy brand's "You're not you when you're hungry" campaign from BBDO in New York.

Earlier spots have seen a wildly riffing Robin Williams struggling to take the place of a football coach giving a pep talk, and a characteristically belligerent Joe Pesci failing to stand in for a house-party wingman. Now, the iconically boring jazz saxophonist makes for a fun addition to a conceit that's somewhat formulaic but still plenty functional.

Kenny G is easily recognizable as somnambulant—or as the spot puts it, "kind of a buzzkill." Maybe he deserves some credit for putting on such a self-deprecating performance. Or maybe he can just go home and cry into the pile of money Mars gave him to play along.

The ad is generally well cast and well acted, although its punch line—"That's not silk, that's burlap!"—is a bit of a head scratcher.

Someone get that writer a Snickers.

CREDITS
Client: Snickers Bites, Mars
Title: "Cards"

Agency: BBDO, New York
Chief Creative Officer: David Lubars
Senior Creative Director: Peter Kain
Senior Creative Director: Gianfranco Arena
Art Director: Jason Stefanik
Copywriter: Alex Taylor
Executive Producer: Amy Wertheimer

Managing Director: Kirsten Flanik
Senior Account Director: Kathryn Brown
Account Director: Josh Steinman
Account Manager: Lisa Roytman

Production Company: MJZ
Director: Craig Gillespie

Editing Company: MacKenzie Cutler
Editor: Ian MacKenzie

Mixer: Tom Jucarone
Colorist: Tim Masick

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