BBDO and Snickers have kept You’re Not You When You’re Hungry current (and popular) for sixteen years with of-the-moment references. Now it’s the age of AI, and Snickers has dived into the humour of generative AI’s boo-boos, assigning hunger as the culprit.
So BBDO and Snickers have launched Hungr.AI, a digital candy bar made specifically for moments when AIs go off-piste. Users can copy a digital Snickers bar from the brand’s website and feed it to an AI assistant. It will adjust its answers based on a series of witty prompts designed to “feed” the AI, and steer it towards a less nonsensical answer. In the US, people can also interact with the campaign through Reddit or Snapchat to unlock a free real Snickers delivered through DoorDash while supplies last.
Hungr.AI is being introduced through two commercials, Marathon and Tattoo, that entertain with questionable advice from hungry AIs.
The campaign films were directed by Pete Marquis through production company, Good Behavior.
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