Does Hunger Ever Make You 'Dimpatient?' Snickers' Ads for Crisper Warn of Combined Symptoms

BBDO's Latest Spots Broke During Golden Globes

Published On
Jan 11, 2016

Editor's Pick

You're not you when you're hungry -- but even worse, hunger can combine your worst qualities to make you act like an idiot, says this new campaign from Snickers.

The latest ads from BBDO New York promote the brand's new Crisper snack, which combines the Snickers formula with crisped rice. The combination of ingredients inspires the invention of new words such as "Dimpatient" (dim and impatient) and "Confoolish" (confused and foolish).

Two ads broke during the Golden Globes broadcast on Sunday. In the ad seen here, a "Dimpatient" intern shows off his drunken social media posts in a job interview, then immediately calls to follow up while still in the room. In the other, a "Confoolish" guy shows up in a chemistry lecture as a model for a figure drawing class, then splashes himself with some chemical thinking it's cologne. Turns out they're not just plain dumb, but hungry, as we're told "Hunger keeps inventing new problems" and that Crisper is the solution.

The ads, directed by Ulf Johansson of Smith and Jones, were accompanied by social GIFS and live tweeting during the Golden Globes.


Jan 11, 2016
Brand :
Client :
Agency :
BBDO-New York
Worldwide Chief Creative Officer :
David Lubars
Chief Creative Officer :
Greg Hahn
Executive Creative Director/Production :
Peter Kain
Executive Creative Director/Production :
Gianfranco Arena
Creative Director :
Matt Herr
Creative Director :
Justin Bilicki
Executive Producer :
Amy Wertheimer
Music Producer :
Melissa Chester
Business Manager :
Paul Cisco
Account Director :
Josh Steinman
Account Manager :
Tani Corbacho
Account Manager :
Nick Robbins
Account Executive :
Jocelyn Choi
Production Company :
Smith and Jones
Executive Producer/Line Producer :
Philippa Smith
Director :
Ulf Johansson
Director, Photography :
Andrzej Sekula
Producer Director: Woodshop :
Trevor Shephard
Editorial :
Editor :
Jason MacDonald
Editor :
Ryan Bukowski
Executive Producer :
Cornia Dennison
Producer :
Malia Rose
Telecine Company :
Company 3
Telecine Artist :
Tim Masick
Producer :
Rochelle Brown
Conform/Finishing :
Conform/Finishing :
Conform :
Ed @no7
Conform :
Marcus @MPC
Producer :
Bindy St Leger
Visual Effects Company :
Sound Design Company :
Brian Emmerich
Mix and Record Company :
Sound Lounge
Engineer :
Tom Jucarone

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Project Type