Snickers’ New Commercial Mocks Annoying Airline Passengers

by SharonKurheg

If you’re of a certain age, you probably remember one of Snickers candy bar’s most popular jingles:

Snickers satisfies you!

Well, I’ll tell ya – that commercial WORKED. Because until this very day, if I’m “hangry,” I’ll go for a Snickers, before any other candy bar, merely because “Snickers satisfies you.” (I also have to remind myself that pork really ISN’T “the other white meat” but that’s neither here nor there).

a close-up of a logo
Welp, Snickers has a new ad campaign. This one is called “Hungry Skies,” and its goal is for people to relate to being stuck on crowded planes. Snickers, owned by Mars, drives the concept home by also making fun of some of the stereotypical annoying people you sometimes see on planes, such as those who repeatedly press the call button, do in-seat yoga, or bring an emotional support snake onto the flight with them.

Here’s the commercial:

“For nearly 20 years, SNICKERS has been the satisfying solution for moments when hunger has us feeling out-of-sorts,” said Rankin Carroll, Chief Brand Officer, Mars Snacking. “With international tourism expected to grow 15% in 2024 and over 6 million people flying every day, this campaign captures those increasingly and absurdly relatable instances we’ve all encountered traveling and reminds hungry travelers to grab a SNICKERS, to help keep them on track as they navigate the turbulent skies of travel.”

“Not a single day goes by that you don’t see a viral video of someone being out of pocket on a plane,” said Kristin Clark, Senior Vice President Creative Director, BBDO. “When we noticed that SNICKERS had never extended their iconic You’re Not You When You’re Hungry campaign to travel we knew SNICKERS had to come to the rescue,” said Matt Low, Senior Vice President Creative Director.

The commercial is set to run in the U.S. and Australia first, and Mars says the campaign ad will then be expanded to Asia, the European Union, Brazil, Mexico, China, India, the Middle East, and Africa. In total, it will run in over 30 countries through the first quarter of 2025.

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