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.

Credit: BBDO New York

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 the ‘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:

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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