Hungry Editors Mess Up Sports Illustrated's Swimsuit Issue for Snickers
Snickers has once again hijacked Sports Illustrated's annual swimsuit Issue, this time ditching the traditional model for something unexpected in the latest execution of the 'You're Not You When You're Hungry' campaign.
Created by BBDO New York, this back cover was misplaced by a hungry editor, and features a chest of drawers squeezing into a bikini for the cover of American Antiques Magazine’s Swimsuit Issue.
The ad reads 'Magazine editors get LOOPY when they're hungry,' and features one of the brand’s 'Hunger Bars' which replace the Snickers name on the packaging with hunger symptoms.
Another execution can be found in the inside back cover of the issue, this time featuring a Guinea Pig modelling for Small Pets Monthly.
This is the third year that Snickers and BBDO New York have taken over the back cover of the Swimsuit Issue. Last year’s back cover featured a model who was over-photoshopped by a hungry retoucher.
Creative Director: Jessica Coulter, Eli Terry
Planner: Sean Stogner
Producer: Albert Hajduk
Executive Creative Director: Gianfranco Arena, Peter Kain
Chief Creative Officer: David Lubars, Greg Hahn
Executive Producer: Betsy Jablow
Designer: Kimberly Blasnik
President: Kirsten Flanik
Planning Director: Annemarie Norris
Account Manager: Aparna Joshi, Blake Maraoui
Account Director: (Global) Susannah Keller, Lisa Piliguian, Tani Corbacho
Print / OOH
Category: Food , Snacks and confectionary