You’re not you… has given birth to an abundance of fun stories but here’s one by T&P that’s Aussie-local, channelling Australia’s passion for its two football codes, AFL and NRL (usually that’s AFL soccer or NRL rugby). Because hunger can turn even the most mild-mannered fans into real-life trolls.

Broden Kelly transforms into a hunger-troll directing a hangry diatribe onto unsuspecting sporting amateurs during a friendly match, before a fellow spectator helps cure his affliction through the hunger-satisfying nature of SNICKERS.

T&P enlisted production company, Haven’t You Done Well, and co-directors, Max Miller and Mark Bonanno (of Aunty Donna fame), while Broden’s transformation into a freakish troll is thanks to the prosthetics mavericks at Sharp FX.

Rachel McClernon, Mars Snacking Senior Brand Manager, SNICKERS, stated, “This platform has been iconic for building the SNICKERS brand globally, so it’s been incredibly rewarding to work on a local chapter with such a fun storyline. I think we’ve all experienced hangry-troll behaviour at a sporting game or two, so this spot pokes a bit of fun at those that might be in need of some satisfaction – we definitely think it’s memorable.”

Ryland Summers and Tom Fitzgerald, senior creatives at T&P Australia, added, “It’s a real honour to have been able to add to the iconic SNICKERS ‘You’re not you when you’re hungry’ legacy. And working with Haven’t You Done well is always a pleasure, they have an innate ability to bring our ideas to life in such a collaborative and fun way.”

Jasmin Christie, group planning director at Publicis One Mars, commented, “Sport provided the perfect cultural canvas to bring ‘You’re Not You When You’re Hungry’ back into the spotlight, allowing us to connect with passionate fans at scale in moments where emotions run high. By reaching chocolate buyers and sports lovers through a high-impact, multi-channel media ecosystem, we’ve created a campaign that rebuilds mental availability and keeps SNICKERS front of mind when hunger strikes.”

The campaign will run in TV, OLV, Kayo and in the MCG stadium during the AFL Grand Final. The full campaign includes OOH and Twitch that will go live later this month.