Snickers just launched a brand-new campaign in time for the upcoming wave of eager summer travelers.
"Hungry Skies" is its latest marketing initiative with BBDO New York, putting the spotlight on unruly in-flight passengers who may or may not just need a Snickers bar to quell the craze.
In a 45-second spot, airline passengers engage in the following obnoxious activities:
- Using a cane to press the flight attendant call button
- Treating their seats like personal spas
- Wearing layers of thick clothing to lighten baggage
- Doing in-flight yoga
- Bringing an emotional support snake.
The solution to all the commotion? Snickers.
A flight attendant then goes around to hand each of them the popular nutty chocolate bar, which then calms them down enough to behave.
"Maybe the Hungry Skies just needs a Snickers," the screen reads.
Taking It to the Skies
The newest effort from the Mars brand serves as an extension of its broader "You're Not You When You're Hungry" campaign and positions Snickers as an essential snack for travel.
The brand campaign comes at a time when international tourism is expected to grow by 15% this year, with over 6 million people flying every day.
"[It] captures those increasingly and absurdly relatable instances we've all encountered traveling and reminds hungry travelers to grab a Snickers, to help keep them on track as they navigate the turbulent skies of travel," Mars Snacking Chief Brand Officer Rankin Carroll said in a press release.
If you're looking to develop a creative yet relevant campaign like Snickers, check out our curated list of branding agencies.
Kristin Clark, SSVP Creative Director at BBDO, further expounded on the premise of the spot:
"Not a single day goes by that you don't see a viral video of someone being out of pocket on a plane."
The "Hungry Skies" campaign will roll out in TV, social, digital, and in-flight activations.
Editing by Katherine 'Makkie' Maclang