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Snickers proves the power of a long-term brand platform
José Mourinho successfully brings his special energy to a new spot from T&Pm
Nicola Kemp
Editorial Director CreativebriefSnickers
When Snickers enlist the help of a star, they do it in a big way. That’s why for their latest campaign, they’ve recruited the iconic and charismatic football manager José Mourinho, to dramatise how hunger makes us behave out-of-sorts.
- Agency:
- T&P, London
Disciplines
Advertising/Creative Brand strategy Branded content Creative production Integrated marketingSector
FMCG‘You’re Not You When You’re Hungry’ is a brand platform that has successfully stood the test of time since its launch in 2010.
Proving that it is possible to write creative new chapters of long-running platforms, T&Pm has brought the ‘special one’ in the style of iconic football manager José Mourinho as a ‘hangry’ Viking leader.
The campaign leans on humour to bring to life the universal truth that hunger can cause people to behave in strange ways.
The new execution places Mourinho at the heart of a Viking battle scene. As a result of his hunger, the leader is acting out of sorts. Instead of deploying stereotypically brutish communication skills, he starts to behave more like a modern-day tactician. The Vikings are confused by their leader's tactics, which include calls for patience and composure and feature complex formations on a whiteboard.
Thankfully, one member of the Viking horde has a Snickers to hand, which he thrusts into the hands of Mourinho, transforming him back into a full-stomached, Viking leader.
The campaign is packed with Easter Eggs highlighting Mourinho’s trademark ‘Special One’ behaviour. Including a knockout game formation shift from 4-5-1 after a red card and to a team full of superstars named after ‘Bjørn’, like Bjørnaldo.
Fabio Ruffet, VP Brands & Content, Europe & Central Eurasia at Mars Snacking, explains: “What makes Snickers special is having a platform that is, in its simplest terms, inherently Snickers. Everyone knows and loves the fact that Snickers is synonymous with 'You’re Not You When You're Hungry' , so we're really excited to bring back this essence via our new creative. And what better person to make it extra special than the ‘Special One’ himself.”
Andre Moreira, Chief Creative Officer at T&Pm, added: ‘Combining a horde of Vikings with the Special One was an epic experience in itself. And thanks to director Shannon Murphy, who blended gritty production design with perfectly timed comedic performances, it looks epic too.”
The campaign underlines the creative firepower of playing the long game.
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