Three years in a row is the beginning of a tradition. And for Snickers, that tradition is messing with the covers of the annual Sports Illustrated swimsuit issue.
To be fair, the idea came first from Mattel, who negotiated with Sports Illustrated to run a (rather famous) 55 year old model on the 2014 cover.
In 2015, Snickers took over the back cover to recreate a new version of the front cover – showing what the model looked like when she was hungry. In 2016, it showed what happens when the cover’s retoucher is hungry.
This year, the brand has created the cover that might happen when the editor was hungry.
A loopy editor turns the back cover into the front cover of American Antiques Magazine’s swimsuit issue, featuring a chest of drawers squeezing into a string bikini.
And a confused editor mixes up the inside back cover with the front cover of Small Pets Monthly, and guinea pig in a red bikini gets a star role.
Agency: BBDO New York
Chief creative officer, BBDO Worldwide: David Lubars
Chief creative officer, BBDO New York: Greg Hahn
Executive creative directors: Gianfranco Arena & Peter Kain
Creative Directors: Jessica Coulter & Eli Terry
Designer: Kimberly Blasnik
Executive art producer: Betsy Jablow
Project producer: Albert Hajduk
President: Kirsten Flanik
Global account director: Susannah Keller
Account Directors: Lisa Piliguian & Tani Corbacho
Account managers: Aparna Joshi & Blake Maraoui
Group planning director: Annemarie Norris
Senior communications planner: Sean Stogner
Brand director – filled bars portfolio: Allison Miazga-Bedrick
Senior brand manager, Snickers brand: Michael Italia