Snickers Just Put the Most Epic Photoshop Fail on the Back of SI's Swimsuit Issue

Seems the retoucher was hungry

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

The front cover of Sports Illustrated's Swimsuit Issue is trying to be a bit more progressive this year, with one of the three covers produced featuring plus-size model Ashley Graham. The back cover, meanwhile, is comically subversive, featuring an absurd send-up of the process of airbrushing, courtesy of Snickers.

The ad, from BBDO New York, shows a model who's been (intentionally) Photoshopped to within an inch of her perfectly proportioned, well-tanned existence. But the retoucher has also screwed up a ton of stuff—because he or she was hungry, according to the brand message from Snickers.

"Photo retouchers get CONFUSED when they're hungry," says the headline, featuring one of the brand's "Hunger Bars," which replace the Snickers name on the packaging with the names of hunger symptoms.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in