Snickers is tapping into football fandom with a campaign that takes aim at the most controversial of moves: diving. 

The new campaign from T&P features Barcelona star and Spanish national player, Aitana Bonmatí. The light-hearted documentary-style spoof spot opens with the dramatic strapline: “Across football, something terrible is happening.”

That terrible thing is diving. A move that spans world-renowned football superstars and 5-a-side players alike. 

The spot identifies the real cause of diving: hunger. Building on the iconic ‘You’re Not You When You’re Hungry’ series and focusing on the simple truth that people do not behave as themselves when they need a snack.

World Cup winner and current Ballon D’Or holder (two-time winner), Aitana Bonmatí, is the hero of the spot where she helps to get Snickers to hungry players.

Bonmatí explained: “This campaign felt fresh and a bit different, and I love the idea of Snickers taking a light-hearted approach to something that gets in the way of a good game of football. It was a fun one to be part of, and as someone who doesn't support diving and who believes we should always show respect for our opponents, I enjoyed being the advocate for stopping those hunger-induced fallings over.”

Featuring on Bonmatí’s social channels and amplified on paid media, Snickers follows her in mockumentary style format as she swaps floodlit stadiums for lower league pitches and five-a-side parks, to issue hungry divers with a Snickers.

The campaign is part of Snickers’ strategy to target football fans in Europe and Central Eurasia, a key interest group and consumption moment within the snacking category. 

Fabio Ruffet, VP Brands & Content Europe & Central Eurasia, Mars Snacking, explains: "This tongue in cheek campaign lands our ‘You’re Not You When You’re Hungry’ message with football fans – football being a key passion point for our audience.”

He continues: “On the football pitch, diving has become a tangible manifestation of players feeling out of sorts, and we knew Aitana would be the perfect partner to help us get to the root of this issue. In activating this campaign, we’re delighted to play a small part in what is set to be an exciting summer of football."

Frances Draskau, Group Creative Director at T&P, added: "Not content with being a double Ballon d’Or and World Cup winning footballer, Aitana Bonmati also happens to have a wicked sense of humour and dived right into our latest Snickers campaign."

She continues: “Directed by Simon Neal, the hard-hitting mockumentary gets right to the heart of football’s biggest drama: players falling over due to hunger. In partnership with Aitana and Snickers, we’re grateful to be able to play a small part in solving this global issue.”