Some of the best event ads come from brands that are not official sponsors. They have to work harder to be seen and heard. Snickers has joined KitKat in appropriating the World Cup ra-ra for its own promotion. KitKat parodied football commentary to suggest that people take a break from its blather.
Like KitKat, Snickers can’t mention World Cup because it’s not a sponsor. Instead, BBDO Guerrero hijacked the World Cup finals by launching the Wrong World Finals while the football event was causing a social media explosion and people were clustering in sports bars throughout the Philippines. Its own cup phenomenon, which launched with a series of posters on social media and then extended offline with posters in crowded sports bars around the country, featured all the matches you might confuse with the cup of the moment when you were hungry.