BBDO has become very adept at appropriating news to keep Snickers’ promise current. The latest edition comes from Impact BBDO.

The UAE has always had a Friday-Saturday weekend. That changed at the end of 2021, when the UAE announced that it planned to move the weekend to Saturday-Sunday. “The old Thursday became Friday and Saturday became the new Sunday, and the old Sunday became the new Monday,” Snickers explained.

Impact BBDO seized the opportunity to pitch and help people with their confusion, suggesting that they grab a Snickers.

The brand sent New Weekend Kits to a select few individuals, companies and even competitors. Included was a Snickers-branded handkerchief to cry in if you found yourself alone at the office on a Sunday. A classic Snickers video was released reminding residents about the hazards of confusing the old and new weekend. Targeted outdoor was set up in commercial office areas, ads and a day-specific playlists were released on Anghami online audio, each with messages to compound confusion and remind folks about the solution – grab a Snickers. Lastly, a social media competition urged those who ended up in an empty office to share their ordeal, with a chance to win Snickers.