Ad of the Day: Snickers

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

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