Snickers

Aug 2026

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.

Humorous, Commercial, Cinematic

Live-action Technique, VFX / visual effects

CPG / Packaged Food, Food & Beverage