BBDO New York Tackles ‘Hunger Innovations’ for Snickers Crisper

By Erik Oster 

BBDO New York continued its campaign for Snickers Crisper with a new spot entitled “Hunger Innovations.”

The online spot takes the form of a home shopping video, selling products for hunger-induced problems. There’s the punching pillow for when you’re angry and sleepy (angreepy), the tissue box swear jar for when you’re sad and vulgar (sulgar) and the astro tiara, for when you’re a spacey princess (sprincess). The schtick leads into the tagline, “Hunger keeps inventing new problems, so we invented new Snickers Crisper.” While the approach isn’t anything too surprising for the brand, offering the latest in the Crisper’s spin on Snicker’s “You’re Not You When You’re Hungry,” viewers may be surprised to learn that the products featured in the ad are actually on sale on eBay, via So if you just can’t live without an astro tiara, you can buy one for $59.99 (also the price displayed in the ad). The agency also created a pair of videos taking advantage of Facebook’s muted autoplay feature. Each features a demonstration of a “hunger innovation” such as “angreepy” with what appear to be music videos. Viewers can tap on the video to hear the musical accompaniment, which is not at all what you’d expect from the visual. 


Client: Mars Chocolate North America
Agency: BBDO New York
Title: “Hunger Innovations,” “Hungry Singers”


Brand Director – Filled Bars Portfolio: Allison Miazga-Bedrick
Brand Manager, SNICKERS® Brand: Michael Italia Sr.
Associate Brand Manager, SNICKERS® Brand: Martin Terwilliger

Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Creative Director, Art Director: Justin Bilicki
Creative Director, Copywriter: Matt Herr
EVP, Director of Integrated Production: David Rolfe
SVP, Group Executive Producer: Amy Wertheimer
VP Executive Music producer: Melissa Chester
Business Affairs Manager: Paul Cisco
Managing Director: Kirsten Flanik
EVP, Global Account Director: Susannah Keller
SVP, Account Director: Joshua Steinman
Account Manager: Tani Corbacho
Account Manager: Nick Robbins
Account Executive: Jocelyn Choi
SVP, Group Planning Director: Annemarie Norris
Senior Planner: Alaina Crystal
Senior Communications Planner: Sean Stogner

Production Company: Smith and Jones
Executive Producer: Philippa Smith
Director: Ulf Johansson
Line Producer: Philippa Smith

Product Shoot: Woodshop
Product Director: Trevor Shephard

Editorial: No6
Executive Producer: Cornia Dennison
Producer: Malia Rose
Editors: Jason MacDonald, Ryan Bukowski

Telecine Company: Company 3
Telecine Artst: Tim Masick
Producer: Rochelle Brown

Conform/Finish Company: No7
Conform Artist: Ed Skupeen (No7)

Audio Finishing: Sound Lounge
Engineer: Tom Jucarone
Sound Designer: Brian Emerich
Sound Designer: Bill Chesley