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.