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.
“Snickers has long been the remedy for out-of-character moments,” stated Ashley Gill, brand & content vice president, Mars Snacking. “As generative AI becomes part of everyday life, we’re playfully reinventing the way Snickers connects with our fans in today’s culture. Whether it’s a person losing their cool or an AI chatbot consistently agreeing with you, the truth hasn’t changed: when you’re not acting like yourself, we believe you maybe just need a Snickers.”
Credits:
Agency: OMC @bbdo
Executive Producer: Kim Clarke
Group Creative Directors: Alex Holm & Avi Steinbach
Creative Director: Frederik Clarysse
Associate Creative Directors: Vic Rocha & Benner Rawley
Director Brands & Content: Chris Bendeck
VP, Brands & Content: Ashley Gill
Production Company: Good Behavior
Director: Pete Marquis
EP: Victoria Guenier
HOP: Adam Lawson
Line Producer: Ashley Krick
DoP: Andrew Wehde
Script Supervisor: Tony Mendoza
Production Designer: Jessie Haddad
Wardrobe & Stylist: Jana Hwang
HMU: Suzanna Ciba
Casting: Shark Bait Casting
Editing: MACKCUT
Editor: Danielle Minch
