CREATIVE STRATEGY: Snickers scores with a sweet insight
Feeling peckish? Is it that time of day? Being famished can affect us in strange ways. I don't need a watch to tell me it's lunchtime, my brain simply starts to shut down. That is signal enough.
Joan Collins: seen in full flow in latest Snickers ad
At this juncture, woe betide the suit that gets in the way of me and a hot meal, as the morning's Simon of Reasonablenesss has been replaced by Kershaw, Lord of Grumpy.
In the confectionary sector, one would have thought an advertiser would have latched on to this simple thought before – hunger isn't merely a biological condition, it affects you as a person. But I can't recall anyone using such an idea until now – and the current campaign for Snickers.
We open on a footballers' changing room. Not the most original scenario, but it doesn’t matter because of what follows. Our central character is Joan Collins in full flow. But then one of the lads gets a word in edgeways and hands Collins a Snickers bar. And the ranting diva is restored to her normal self.
Sweet. Funny. Clever. What more could you ask? Well how about one more gag? We turn to the corner of the changing room and there's Collins’ 'Dynasty' nemesis Stephanie Beacham whingeing about being subbed. lolz
This is classic advertising. Original Insight. Big idea. Surprising execution. Job's a good 'un.
I recently wrote about the Mars Bars tie-up with the Football Association's programme to encourage grassroots footy, and the same logic – of associating what might be called a "traditional energy bar" with an active lifestyle – applies in the case of Snickers.
It all hangs together. In fact, the only thing that jars is the double endline. First we have, "You're not you when you’re hungry". Fine. But this is followed by, "Get some nuts", which feels very much like a line left over from a previous campaign.
That niggle aside, Snickers is surely on to a winner.
Simon S Kershaw is a creative consultant and a former creative director at Craik Jones
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