Snickers: advert-body-3 by BBDO New York
- Location:
Snickers is taking its 'You're Not You When You're Hungry' platform to a new level, with a surly print ad that calls its customers 'jerks'. The resulting 'apology' then promotes the candy bar maker's new flavors.
The campaign, by BBDO New York, is being rolled out in two installments. The first, was a print ad that includes a message that was clearly delivered while someone was hungry – "Try New Espresso Snickers, Jerk!"
Phase two includes print, digital video and social, and is a series of apologies to everyone who was offended by the original ad’s choice of words, blaming their irritability on hunger.
In a 60-second spot, a Snickers spokesperson apologizes for the ad's tone. His mea culpa includes "when we ran this print ad to let you know about new Espresso Snickers, admittedly, we were hungry." Cut to a call center, where a customer service rep apologizes to a woman for the company, stating: "Please apologize to your son for us. We didn't mean to upset him on his birthday." The spokesperson comes back on to ask customers to look past the indiscretion and try the new flavor variations: Salty & Sweet, Espresso and Fiery.
Credits
CLIENT: Mars Chocolate North America
AGENCY: BBDO New York
CAMPAIGN: Jerk, Apology
Josh Olken, Brand Director, SNICKERS Brand
Michael Italia, Sr. Brand Manager, SNICKERS Brand
Jess Donato, Sr. Associate Brand Manager, SNICKERS Brand
Brooke Strong, Associate Brand Manager, SNICKERS Brand
David Lubars, Chief Creative Officer, BBDO Worldwide
Greg Hahn, Chief Creative Officer, BBDO New York
Gianfranco Arena, Executive Creative Director
Peter Kain, Executive Creative Director
Bianca Guimares, Creative Director
Peter Alsante, Creative Director
David Rolfe, EVP, Head of Integrated Production
Amy Wertheimer, EVP, Group Executive Director
Kirsten Flanik, CEO & President, BBDO New York
Susannah Keller, EVP, Global Account Director
Lisa Piliguian, SVP, Account Director
Tani Corbacho, VP, Account Director
Danee Fields, Account Executive
Amy Orgel, Senior Project Manager
Paul Cisco, Business Manager
Annemarie Norris, SVP, Group Planning Director
Christina Stoddard, Planning Director
Dexter Blumenthal, Planner
Michael Schonfeld, Communications Planner
BBDO Studios: Production Agency
Bianca Guimares, Director
Peter Alsante, Director
Michael Gentile, Studio Lead
Andre Rowe, Studio Producer
Cris Hughes, Line Producer
No6: Editorial
Ryan Bukowski, Editor
Company 3: Color
Jamie Obradovich, Colorist
Heard City: Mix
Phil Loeb, Mixer