T&Pm has brought the ‘special one’ in the style of iconic football manager José Mourinho, who stars in the latest execution of the brand’s long-running ‘You’re Not You When You’re Hungry’ brand platform.

The campaign leans on humour to bring to life the universal truth that hunger can cause people to behave in strange ways. 

‘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.

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.

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 opens the door for a season of football campaigns from the snacking brand. Teasing future instalments, future stars will include Spanish footballing sensation Aitana Bonmati, tackling the issue of hunger-induced ‘Falling Over’ (or as some call it, ‘diving’), as well as English football star Bukayo Saka on ‘Hangry Gaming’, teaming up with influencer Angry Ginge.