BBDO New York has outdone…well – itself. Last year Snickers took over the back cover of Sports Illustrated’s annual Swimsuit issue to show what a cover model looks like when she’s hungry.
This year, it has taken over the back cover and back inside cover – to show what happens to a cover when the retoucher and the wind machine operator (respectively) get hungry. The 2016 cover takeovers promote Snickers Hunger Bars.
The retoucher gets Confused when hungry.
The wind machine operator gets Loopy.
Not content with diverting attention away from Sports Illustrated’s diversity covers momentarily (three covers will run this year, one featuring plus-size model, Ashley Graham), Snickers claims that there are eleven retouching errors in its back cover image, and is asking fans to tweet at Snickers if they can find them all.
Meanwhile, The Martin Agency has taken over the back of the first non-nude issue of Playboy for Stoli – also with wit and charm. Print magazines can only benefit from having agencies poke fun at them.
Credits:
Agency: BBDO New York
Chief creative officer, worldwide: David Lubars
Chief creative officer, New York: Greg Hahn
Executive creative directors: Gianfranco Arena & Peter Kain
Senior art director: Florian Marquardt
Senior copywriter: Rodrigo Linhares
Global account director: Susannah Keller
Account director: Josh Steinman
Account manager: Nick Robbins
Planner: Alaina Crystal
Photographer: Vincent Dixon
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