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Snickers spoofs Sports Illustrated swimsuit models in latest ad push

Snickers is bringing its ongoing ‘You’re not you when you’re hungry’ campaign to Sports Illustrated’s swimsuit issue with two print ads that show what can go wrong if staffers start to feel hunger pangs at a model’s photo shoot.

Created by BBDO New York, the ads are appearing on both sides of the swimsuit issue’s back page.

The ads showcase the brand’s hunger bars, which replace ‘Snickers’ name with common hunger symptoms like ‘Loopy’ and ‘Confused.’

In ‘Retoucher’ (below) there are 11 mistakes to spot. Snickers is encouraging people to tweet at the brand when they spot an error.

'Wind Machine' is appearing on the inside of the magazine's back cover:

Minda Smiley

Minda Smiley is The Drum's US advertising reporter, covering how brands and agencies are using today's platforms, technologies and innovations to connect with consumers.

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