Snickers loves the Sports Illustrated Swimsuit Issue. More specifically, the brand loves buying the back cover of the popular annual edition, and having fun parodying the supermodel photo shoots inside it.
Two year ago,the Mars candy imagined a swimsuit model as Medusa in an inspired “You’re not you when you’re hungry” style execution. Last year, the brand put the most epic Photoshop fail on the back cover—and blamed hungry photo retouchers.
Now, Snickers and BBDO New York are back with their third straight back-cover takeover. This time, two ads—one on the back cover itself, and a second on the inside of the back cover—imagine stranger magazine swimsuit issues not done by Sports Illustrated. And ill-advised editions, they are indeed.
This time, the ads explain, the editors of these (fictional) magazines made the poor decision to do swimsuit issues because they were hungry. Check out the two executions below.
The back cover:
The inside back cover:
Client: Snickers (Mars Chocolate North America)
Agency: BBDO New York
David Lubars, Chief Creative Officer, BBDO Worldwide
Greg Hahn, Chief Creative Officer, BBDO New York
Gianfranco Arena, Executive Creative Director
Peter Kain, Executive Creative Director
Jessica Coulter, Creative Director
Eli Terry, Creative Director
Kimberly Blasnik, Designer
Betsy Jablow, Executive Art Producer
Albert Hajduk, Project Producer
Kirsten Flanik, President
Susannah Keller, Global Account Director
Lisa Piliguian, Account Director
Tani Corbacho, Account Director
Aparna Joshi, Account Manager
Blake Maraoui, Account Manager
Annemarie Norris, Group Planning Director
Sean Stogner, Senior Communications Planner
Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio
Michael Italia, Sr. Brand Manager, SNICKERS® Brand