BBDO Satisfies with New Snickers Campaign

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Snickers "Bald"
Television audiences get to chew on a brand new Snickers campaign next week, courtesy of BBDO/N.Y. Playing off the candy bar's time-honored "satisfaction" motif, a trio of offbeat spots conjures up ridiculous situations in which a Snickers bar is used for a purpose other than satisfying hunger, ending with the new tag line: "It's only satisfying if you eat it." In the currently airing "Fire," a flustered office worker tries to quell a blaze using the chocolaty treat, with less than stellar results. Scheduled to air next week during Monday Night Football, "Bald" illustrates Snickers' deficiency as an artificial hairpieceā€”and the upcoming "Jail" presents the candy bar as a slightly-less dangerous alternative to a shiv.

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."
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