- Agency: BBDO
- Client: Snickers
- Category: Video Design — Food Commercial
- Location: New York City, New York, United States
- Project Brief: Create a food commercial that adapts Snickers’ “You’re Not You When You’re Hungry” platform to AI through humor, cultural relevance, and brand integration.
A food commercial for a decades-old slogan risks feeling stale on the tenth retelling. Snickers and BBDO dodge that by porting "You're Not You When You're Hungry" onto AI with "Snickers - Hungr.AI," casting a chatbot as the hungry one giving terrible advice.
The gag maps AI hallucinations onto hunger, turning a confused bot into a customer who just needs a Snickers. The chat interface hands a runner a Snickers.PDF as its fix, so a familiar tech screen becomes the stage for an old joke.
The film cuts between the digital and the real damage, from the bland messaging thread to a wrecked runner iced up at mile three. A bold "AI gets confused when it's hungry" caption locks the slogan to the visual, keeping the through-line clear.
The pitch is timely and self-aware, riding a real frustration with overconfident, wrong AI. The catch is shelf life, since a joke pinned this tightly to a current tech moment can date faster than the evergreen line it is built on.
