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By Audrey Kemp, LA Reporter

April 22, 2024 | 3 min read

Buckle up, stow your tray table and brace for laughter as Snickers’s ‘Hungry Skies’ commercial showcases the antics of passengers at 30,000 feet.

Ah, the familiar woes of economy class travel, whether it’s enduring a neighbor’s movie blaring through their phone speakers, waiting for the symphony of a crying baby to end, or contending with a fellow passenger’s stretching routine that seems determined to encroach upon your personal space.

Tackling the out-of-pocket behavior of some flight passengers, Snickers, Mars Inc’s beloved chocolate bar, has unleashed its latest campaign, ‘Hungry Skies.’

The 45-second ad takes viewers on a turbulent in-flight journey like no other. Prepare to witness unruly passengers participating in in-flight yoga, turning their seats into in-flight spa/nail salons and even an elderly woman pressing the flight attendant call button as if it were a panic button on a sinking ship.

‘Hungry Skies’ is an extension of Snickers’s famous ‘You’re Not You When You’re Hungry’ campaign and aims to attract more consumers to the brand. It aims to capitalize on Snickers’s momentum, which last year grew over 13% around the world.

The work arrives just in time for the summer travel rush, which is expected to see 118 million Americans planning air travel and hotel stays, with a spending forecast surpassing $424bn.

“For nearly 20 years, Snickers has been the satisfying solution for moments when hunger has us feeling out-of-sorts,” said Rankin Carroll, chief brand officer of Mars Snacking. “With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travelers to grab a Snickers to help keep them on track as they navigate the turbulent skies of travel.”

The multimedia campaign was created by BBDO New York, part of Omnicom.

“Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” said Kristin Clark, senior vice-president and creative director at BBDO.

Matt Low, senior vice-president and creative director, added: “When we noticed that Snickers had never extended their iconic ’You’re Not You When You’re Hungry’ campaign to travel, we knew Snickers had to come to the rescue.”

The work will appear in and out of airports.

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