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

By Erik Oster 

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.


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