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For a campaign that's five years old, Snickers' "You're Not You When You're Hungry" is having quite the creative renaissance this year.
The Super Bowl ad was fantastic (as was the New York City billboard that teased it). The Medusa ad on the back cover of Sports Illustrated's Swimsuit Issue was inspired. And now, we get a very fun campaign in which the brand got video bloggers all over the world to post intentionally bad videos—pretending they recorded them while they were hungry, and thus weren't themselves.
The "You're Not YouTube" campaign launched simultaneously in eight countries and included 13 popular "how-to" vloggers on YouTube.
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