BBDO’s Snickers humour moves into the skies with a very relatable, and perhaps its funniest yet tale. It’s about the horrors of economy travel – launched just in time for the beginning of travel season in the US.

The new commercial, Hungry Skies, features a comedic array of the out-of-sorts behaviour of passengers – from the in-flight amateur beauty salon to the emotional support animal (in this case, a snake).

The solution to all this mayhem is – of course – Snickers.

The 45-second sport was directed by Sheena Brady and produced by World War Seven.

“For nearly 20 years, SNICKERS has been the satisfying solution for moments when hunger has us feeling out-of-sorts,” stated Rankin Carroll, chief brand officer, Mars Snacking. “With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travellers to grab a Snickers, to help keep them on track as they navigate the turbulent skies of travel.”

“Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” commented Kristin Clark, SVP creative director, BBDO.

“When we noticed that Snickers had never extended its iconic, You’re Not You When You’re Hungry campaign to travel, we knew Snickers had to come to the rescue,” added Matt Low, SVP creative director.

The campaign is launching US and Australia across TV, social, digital, and in-flight/in-airport activations before being scaled across Asia, the European Union, Brazil, Mexico, China, India, the Middle East and Africa. It will run in more than countries through the first quarter of 2025. Other mass transport scenarios are also to come.