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The Drum

Basketball fan suffers from ‘hunger vision’ in Snickers ad starring Toronto Raptors point guard Cory Joseph

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.