Snickers is no stranger to irreverent advertising, as evidenced by classic executions like the "Not going anywhere for a while?" and "Make it happen with Snickers" campaigns. But according to executive creative director Eric Silver, the new campaign aims to attack your funny bone from a fresh new angle. "Snickers has a great history of hilarious commercials, so we made a conscious effort to try and deliver creative that would 'come in through the back door,'" says Silver. "We just wanted to find a novel way to remind people why they love Snickers. Unlike other candy products, Snickers is unique in that it must appeal to a mass audience. So while we're trying to appeal to a young target, hopefully it will appeal to their parents as well."