Fresh from the revelation that Mars is the brand of choice for love rats comes a new campaign from Snickers, which, according to the official line at least, “represents the next evolution of the brand’s long-running campaign that shows how the effects of hunger can lead to slip-ups, mistakes, and all-out disasters”.
Sound intriguing? Read on. You see, the new activity by BBDO New York taps into the notion that you don’t feel yourself when you are feeling peckish, in fact you would rather feel someone else – someone else’s partner to be precise.
One of the executions, Unfiltered, starts with two couples playing a board game when one of the women innocently pipes up: “Hey, do you want to do a little swap?”
Slightly confused but equally quite taken with the idea, the other female player replies that she could be into it, but questions if she would have to move in with the other male player “Tyler” or if it is more of a one-off.
Around the table, confusion and embarrassment ensue as they all begin to realise what has just been said and the first woman then replies: “I was actually talking about switching up teams… for fun.”
Cue more embarrassment as the second woman tries to rescue the situation by saying: “Of course… who’s turn is it anyway?” To which her partner responds, visibly miffed: “Tyler’s… apparently.”
The spot ends with the tagline: “You’re unfiltered when you’re hungry. Snickers satisfies,” flagging up that eating a Snickers bar would fill that hole (any hole a goal, anyone?).
Mars Wrigley chief brand and content officer Rankin Carroll said: “The latest instalment of Snickers content shares new reflections based on data-led insights into consumer behaviour tied to when people are feeling out-of-sorts, in a way that is not only relatable to everyday situations, but ultimately in a way only a brand like Snickers can distinctively bring to life.”
Meanwhile, BBDO New York creative director Scott Mahoney chipped in: “The truth that moments of hunger can make you feel out-of-sorts and lead to embarrassing mistakes has proven to stay true across generations and changing audiences. Every few years we’re exposed to social and technological shifts that present a new set of circumstances, new behaviours, and entirely new possibilities for your hunger to get the best of you.”
So, what is the consensus around the Decision Marketing office?
Well, first up we aren’t too sure whether this ad will actually make it to the UK; if it does, there will no doubt be outrage in certain sections of the media (you know who you are).
We do actually quite like it (not swinging obviously) although quite where those “data-led insights into consumer behaviour” come in is questionable.
After all, as an office collective, we have been famished in our time but we don’t ever recall anyone suggesting jumping into bed with each other’s partners. Nor has Snickers bar ever filled us up.
We might have more of a chance with the old style Marathon, which, if our memory serves us correct was about three times the size of the current Snickers.
Then again, the dental bill from years of chocolate bars should be enough to put you off confectionery for life.
Decision Marketing Adometer: A “who says sex doesn’t sell?” 8 out of 10
