Snickers and BBDO New York have continued the trend of buying the back page of the Sports Illustrated Swimsuit Issue, this time showing terrible decisions made by editors of fictional magazines.
This is the third straight back-cover takeover by the Mars candy brand, all with the theme that “You’re not you when you’re hungry”. Two year ago, the company imagined a swimsuit model as Medusa (see end of the article). Last year, the brand had a bikini models with 11 photoshop fails.
During this year’s Super Bowl, Snickers recruited Adam Driver (Girls, Star Wars: The Force Awakens and Silence), in the first ever live advert to run during the third quarter of the big game. The ‘live ad’ went horribly wrong because Driver hadn’t eaten.
This time, two ads—one on the back cover itself, and a second on the inside of the back cover—imagine magazine swimsuit issues not by Sports Illustrated.
The back cover:
The inside back cover:
Client: Snickers (Mars Chocolate North America)
Agency: BBDO New York
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
Jessica Coulter, Creative Director
Eli Terry, Creative Director
Kimberly Blasnik, Designer
Betsy Jablow, Executive Art Producer
Albert Hajduk, Project Producer
Kirsten Flanik, President
Susannah Keller, Global Account Director
Lisa Piliguian, Account Director
Tani Corbacho, Account Director
Aparna Joshi, Account Manager
Blake Maraoui, Account Manager
Annemarie Norris, Group Planning Director
Sean Stogner, Senior Communications Planner
Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio
Michael Italia, Sr. Brand Manager, SNICKERS® Brand