Snickers Took Over the Back of SI’s Swimsuit Issue With a Ssssplendid ‘You’re Not You’ Ad

Model becomes Medusa

Headshot of Tim Nudd

Snickers and BBDO New York have followed up their brilliant "Brady Bunch" Super Bowl ad with an inspired print piece—taking over the back cover of Sports Illustrated's new Swimsuit Issue with this fantastic "You're not you when you're hungry" ad.

Hannah Davis, of course, is on the front cover of the magazine. But on the back is a much less traditionally attractive female—Medusa, in fact, whom models apparently act like when they haven't had a Snickers in a while.

Cynics will suggest models are always hungry, and wouldn't be caught dead rectifying that fact by wolfing down a Snickers bar in public. But leaving aside the issues of verisimilitude, this is a pretty great ad and media placement. The recasting of Sports Illustrated as "Super Irritated" is a particularly nice touch.

See the front cover, and credits for the Snickers ad, below.

Front cover:


Client: Snickers

Ad: "Medusa"

Agency: BBDO, New York

Chief Creative Office, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Directors: Gianfranco Arena, Peter Kain

Senior Creative Directors: Danilo Boer, Grant Smith

Executive Art Producer: Betsy Jablow

Account Director: Josh Steinman

Account Manager: Dylan Green

Planner: Alaina Crystal

Photographer: Vincent Dixon

Computer Graphics Imagery: Parker & Biley

Production Company: Jake Mills Productions

@nudd Tim Nudd is a former creative editor of Adweek.