The Drum Awards for Marketing - Extended Deadline

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Client: Snickers
Date: Jun 2018
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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