In the lead-up to the Super Bowl, BBDO New York has released a new campaign for one of its marquee clients, Snickers.
These spots serve to promote the new “Crisper” product, which adds a classic “crisped rice” element to the peanut/chocolate/caramel equation, while revisiting the “you’re not you when you’re hungry” theme. The ads aired during last night’s Golden Globe Awards, which were important primarily for reminding everyone that voters don’t live in the same media universe as regular schleps and providing us with yet another sneak peek at the Zoolander sequel we never knew we wanted.
In the first spot “Figure Drawing,” an artists’ model makes a classic mistake.
We can forgive him for his confusion as we assume that a model makes around the same salary as a chemistry teacher at this point. (Former art majors may also note that the model never gets to choose when he/she changes position.)
In “Internship,” a job applicant is a bit too good at optimizing engagement for his own social content.
That one might be a bit too close for comfort to those who work in media and marketing, given the recent insistence that everyone applying for any sort of full-time gig demonstrate his or her social fluency.
Snickers promoted the ads on Facebook and Twitter as they aired live but sadly did not provide commentary on the obvious relationship between hunger and celebrities’ red carpet fashion choices.
And yes, the new product is similar to the old, discontinued Snickers Cruncher. There are only so many different candy bars one can make without veering into dangerous (read: coconut) territory.
Introducing SNICKERS Crisper. Chocolate, caramel, and crisped rice. Now THAT’s crispy #satisfaction. pic.twitter.com/loGvzUQ9Kc
— SNICKERS® (@SNICKERS) January 11, 2016
We do now assume that the coming Super Bowl spot will be another entry in the “You’re Not You When You’re Hungry” campaign.
Credits
Client: Snickers
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Peter Kain
Executive Creative Director: Gianfranco Arena
Creative Director: Matt Herr
Creative Director: Justin Bilicki
Executive Producer: Amy Wertheimer
Music Producer: Melissa Chester
Business Manager: Paul Cisco
Account Director: Josh Steinman
Account Manager: Tani Corbacho
Account Manager: Nick Robbins
Account Executive: Jocelyn Choi
Production Company: Smith and Jones
Executive Producer/Line Producer: Philippa Smith
Director: Ulf Johansson
Director of Photography: Andrzej Sekula
Producer Director: Woodshop: Trevor Shephard
Editorial Company: No6
Executive Producer: Cornia Dennison
Producer: Malia Rose
Editor: Jason MacDonald/Ryan Bukowski
Telecine Company: Company 3
Telecine Artist: Tim Masick
Producer: Rochelle Brown
Conform/Finish Company: No7/MPC
Conform Artist: Ed @no7; Marcus @ MPC
Producer: Bindy St Leger
Visual Effects Company: MPC
Sound Design Company: Brian Emmerich
Mix & Record Company: Sound Lounge
Engineer: Tom Jucarone