Can’t chill? Snickers continues to colonise the ice cream market with BBDO’s witty pun and the brand’s signature humour. New commercial, Seagull, taps into that every-person dilemma – even in the most relaxing moments, your mind won’t slow down. And that story comes with a surreal wrapping and a Gen Z twist.
The commercial extends Snickers ice cream’s Can’t Chill campaign, tapping into the reality of an always-on world where even the most laid-back moments are interrupted by overthinking – where Gen Z is always caught in a cycle of stresslaxing. Snickers becomes the playful, satisfying reset that helps you actually chill.
“Seagull taps into those all-too-familiar moments when your mind won’t switch off, even when everything around you says you should be relaxed. That insight is at the heart of our Can’t Chill campaign, and this spot brings it to life in a way that’s both relatable and unmistakably Snickers,” stated Ashley Gill, VP, brands and content at Mars. “Snickers Ice Cream is always there to deliver a simple, satisfying reset – helping you get back to enjoying the moment.”
“The commercial leans into a universal problem. Just when you’re trying to relax, your brain refuses to cooperate. An innocent seagull can trigger a full replay of a terrible date,” commented Alex Holm and Avi Steinbach, group creative directors at BBDO. “Luckily, Snickers Ice Cream helps bring you back to relaxation when it felt out of reach.”
The commercial was directed by Good Behaviour’s Pete Marquis. He commented, “BBDO creatives, Victoria Rocha and Benner Rawley, came up with an idea that hits close to home on so many levels and will resonate with anyone who’s dated someone with a similar-looking sibling. It taps into that relatable cycle of overthinking and delivers it in a way that does what only SNICKERS can do – where one bite snaps you back to reality.”
Credits:
Client: Mars Wrigley (Snickers Ice Cream)
VP, Brands & Content: Ashley Gill
Associate Director, Brands & Content: Chris Bendeck
Marketing Director, Ice Cream: Chanel Gant
Sr Brand Manager, Ice Cream: Cleyana Mayweather
Global Innovation, Sr Manager Ice Cream: Sebastian Koenig
Marketing Director, Ice Cream EMEA: Greg Kent
Sr Vice President Global Ice Cream: Shaffin Lalani
Brand PR Specialist: Kayla Mackie
Creative Agency: BBDO
ECDs: Peter Kain & Marcelo Nogueira
Group Creative Directors: Avi Steinbach & Alex Holm
Associate Creative Directors: Benner Rawley & Victoria Rocha, Ian Nettleton & Erik Nystrom
Copywriter: Gauri Nigam
Executive Producer (Omnicom Production): Kimberly Clarke
Business Manager: Shelly Bloch
SVP Group Account Director: Jeremy Kanefsky
Account Executive: Cory Bork
Group Strategy Director: Kate Fallon
Account Director: Leah Heacox
Strategy Director: Kim Evens
Senior Communications Strategist: Grace Lougheed
Group Strategy Director: Dayna Uyeda
Production Company: GOOD BEHAVIOR
Director: Pete Marquis
Executive Producer: Victoria Guenier
Producer: Adam Lawson
Director of Photography: Julia Swain
Production Designer: Geoff Flint
Editor: Dick Gordon @ Good Behavior Editorial
Post Producer: Mitch Herndon
VFX: Preymaker | Creative + Technology
