Snickers
Snickers' signature humorous commercial campaigns and live-action storytelling across CPG
Featured Snickers projects
This week's top Snickers projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Snickers · You're Not You -- Generic
The enduring Snickers campaign titled You're Not You takes a sharp turn into the surreal in this latest iteration, which masterfully leans into the brand's signature dry wit to highlight the disruptive nature of hunger. In this live-action technique piece, the narrative follows a man transformed into a grotesque troll whose agitation at a local sports field reaches a fever pitch before he is offered the brand's iconic chocolate bar. The creative execution utilizes seamless VFX / visual effects to bridge the gap between the character's monstrous frustration and his eventual human composure, grounding the absurd concept in a gritty, cinematic lighting environment that adds weight to the humor. By focusing on the transformation sequence within a drab outdoor community sports setting, the work channels the familiar tropes of the long-running series while elevating the visual storytelling through a refined lens. With agency and creative vision spearheaded by Max Cooper and production handled by Haven't You Done Well, the project maintains the high-energy, humorous pacing essential to the CPG and food and beverage landscape. It serves as a textbook example of how to iterate on a globally recognized brand platform without losing the core comedic impact that audiences have come to expect, proving that even a troll can find common ground through a well-timed snack.
Snickers · You're Not You -- AFL
Snickers has long mastered the art of the humorous campaign, and their latest foray into the Australian sporting landscape is no exception. Tapping into the cultural fervor surrounding the AFL, this commercial spot breathes fresh life into the brand's iconic You Are Not You when you are hungry positioning. The narrative centers on a whimsical encounter at a suburban football stadium, where a man draped in elaborate, unsettling troll prosthetic makeup stands by a chain-link fence, clearly struggling with the irritable haze of hunger. The piece skillfully leans into the absurdity of the premise, utilizing high-quality VFX visual effects to execute the magical transformation from a disgruntled troll back into a regular spectator after a single bite of the candy bar. Beyond the humor, the execution relies on a clean, bright, live-action technique that makes the surreal transformation feel grounded in the casual atmosphere of a local sports match. With creative leadership from Max Cooper and production handled by the team at Haven't You Done Well, the project maintains a snappy, cinematic pace that respects the brand heritage while localizing the message for an Australian audience. By balancing visual spectacle with relatable, punchy storytelling, the campaign succeeds as a clever piece of CPG marketing that feels perfectly at home within the competitive, high-energy world of professional sports advertising.
Snickers · You're Not You -- NRL
Snickers has long mastered the art of the relatable hunger-fueled mishap, and this latest installment for the Australian market leans into that legacy with a distinctly irreverent twist. Titled You're Not You -- NRL, the campaign revitalizes the brand's iconic identity through a playful, narrative-driven spot set against the backdrop of a local sports field. By positioning a disgruntled, troll-like character as the manifestation of hunger, the brand injects a fresh sense of levity into the CPG food and beverage space. The execution relies heavily on seamless VFX and visual effects to bridge the gap between fantasy and reality, turning a mundane afternoon at a sports facility into a moment of clever storytelling. Through a sharp live-action technique, the transformation sequence anchors the humor, ensuring the core message remains both punchy and visually engaging. With creative oversight from Max Cooper and production handled by Haven't You Done Well, the project succeeds by balancing high-concept cinematic flair with the grounded, casual atmosphere typical of a neighborhood sports environment. It is a quintessential example of how humorous advertising can transcend standard product placement, effectively utilizing character-driven comedy to reinforce the brand's enduring promise. The result is a memorable commercial that honors the brand's heritage while capturing the specific, gritty charm of local grassroots sports culture.
Snickers · Eulogy
Humor often thrives in the most unlikely of places, and the latest CPG campaign for Snickers, titled Eulogy, masterfully balances the somber gravity of a church funeral with the brand's signature irreverence. Directed by the team at Good Behavior and developed through a collaborative effort between BBDO Chicago and BBDO New York, this spot leans into the tension between traditional mourning and modern distraction. The narrative centers on a man at a wooden lectern who finds himself unable to fully commit to his final farewell, opting instead to consult his smartphone and indulge in a snack. By utilizing a polished live-action technique, the production transforms a potentially dark premise into a relatable, cinematic moment that feels distinctly human. The visual storytelling relies on sharp, clean framing to contrast the protagonist's misplaced focus against the stoic background of mourning attendees and ornate floral arrangements. Every element, from the deliberate pacing to the casting, supports the comedic core of the script, proving that even a funeral is no match for a craving. This work successfully maintains the brand's long-standing positioning within the food and beverage industry while showcasing a sophisticated approach to narrative commercial work, ensuring that the humor hits with precision without ever losing its relatable, grounded appeal.
Snickers · Chefs
Snickers presents 'Chefs,' a commercial spot centered on the meticulous preparation of a stadium football field. The work captures the precision of end zone painting, contrasting detailed brushwork with the expansive scale of the arena environment. Directed through a commercial lens, the piece leans into natural light to highlight the crisp textures of the field and the stadium architecture. The production features live-action technique with aerial perspectives, with post-production and VFX handled by Brickyard and Royal Muster.
Snickers · Focus Group
Snickers presents Focus Group, a commercial film produced by BBDO New York that captures a controlled setting within a corporate conference room. The narrative centers on a product test involving a diverse group of participants and a moderator. Executing a clean, live-action technique, the production utilizes a brightly lit office environment to frame the interaction. The spot features the product unwrapping and consumption process, highlighting the participants' feedback in a horizontal format.
Snickers · Seagull
Snickers explores the coastal landscape in this campaign spot, 'Seagull.' The commercial centers on two figures relaxing on a beach, framed by rocky cliffs and the rhythm of the tide, before shifting focus to the product. Executed through live-action technique, the film utilizes natural light to maintain an earthy aesthetic across the beach environment. The production was developed by BBDO New York, with Good Behavior handling the shoot and Preymaker managing post-production and VFX.
Snickers · Peanut Butter 'Stuck'
Snickers explores the friction of everyday indecision in its latest CPG campaign, 'Peanut Butter Stuck.' Produced by Good Behavior, the spot follows two individuals stranded in a narrow canyon who navigate a digital communication dilemma while sharing a peanut butter candy bar. The commercial, created in collaboration with BBDO New York and Omnicom Production, leans into a cinematic aesthetic. Utilizing natural light and earthy color grading, the production captures rugged rock textures to contrast with the lighthearted subject matter. Post-production work was handled by Preymaker, employing an analogue-inspired film finish to ground the desert setting.
Snickers · Peanut Butter
This narrative commercial for Snickers Peanut Butter places two individuals in a high-stakes, cinematic scenario within a narrow rock canyon. The spot transitions from a tense live-action sequence to a close-up product reveal, maintaining a consistent aesthetic through desaturated, earth-toned colour grading. Developed by agencies BBDO New York and Omnicom Production, the project features production by Good Behavior with VFX support from Preymaker. The execution leans into a dramatic, horizontal format that emphasizes the project's staged, narrative focus.
Snickers · Mourinho's Own Goal No-No's
Snickers presents 'Mourinho's Own Goal No-No's,' a video commercial series featuring football manager Jose Mourinho. The creative leans into a multi-panel visual format, with Mourinho discussing common mistakes and own goals from an indoor setting, juxtaposed against high-energy athletic footage. Developed by creative agency T&Pm with production from HELO, the campaign uses a cinematic approach to frame the narrative. The project utilizes live-action techniques to maintain a clean, professional aesthetic across its horizontal display.
Snickers · José Vikings
Snickers brings a humorous approach to their latest commercial campaign, José Vikings. The spot features football manager José Mourinho in an unexpected role, using a tactical whiteboard to instruct a group of Viking warriors within a dense, snow-covered forest. The production leans into a live-action technique, juxtaposing contemporary sports management with historical Viking aesthetics. The project was developed by T&Pm, with production support provided by SMUGGLER, Grandma Films, and Depo Films, and sound design handled by No.8ldn.
Snickers · Aitana to the Rescue
Snickers presents 'Aitana to the Rescue,' a commercial spot centered on the intersection of sport and humor. Featuring professional footballer Aitana Bonmatí, the campaign utilizes a live-action technique to depict a lighthearted solution for on-pitch theatrics. The film features dynamic handheld camera motion throughout the narrative, moving from a controlled setting to an outdoor soccer pitch. The production, managed by Scenester and Falca with creative development by T&P, maintains a clean aesthetic and utilizes natural lighting to highlight the interaction between the talent and the product.
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