Snickers’ latest riff on its ongoing ‘You’re Not You when You’re Hungry’ campaign features a basketball fan whose hunger has made him delusional enough to think that his pudgy friend looks like six-foot-three Toronto Raptors point guard Cory Joseph.
Created by BBDO Toronto, the ad stars Joseph himself as he helps the man snap back to reality by handing him a Snickers bar. Once the man takes a bite of the Snickers, he realizes that his friend actually looks nothing like Joseph.
The Canadian installment of ‘You’re Not You When You’re Hungry’ is part of a larger partnership between Snickers and the MLSE-owned Toronto Raptors. Last year, the Mars-owned brand was named the official chocolate of the Toronto Raptors.
The ad, which will run during games on broadcast and online, marks the first time that an original, English-speaking television spot for the brand was developed in Canada. The ad was directed by director duo Ben/Dave of Toronto-based Partners Films.