Hangry takes on a new face
Have you ever noticed the type of billboard ad, commercial or Facebook post that generates a lot of attention? What’s the subject matter? What do these types of marketing materials have in common?
Well, the subject material could really be anything – car sales, dental floss or a kitchen mixer, but the type of marketing that grabs interest and keeps it, is advertising that gets your attention, causes a laugh, creates a buzz or makes you want to share it with others. Snickers’ ingenious marketing campaign, “You’re Not You When You’re Hungry” does each of these things.
What is the campaign?
Consider walking past an interactive, life-sized billboard of the most iconic image of Marilyn Monroe while you sip your morning latte. Beautiful white dress billowing, lips stained with a brilliant, bright lipstick and dressed in the type of dazzling smile that only Marilyn has ever possessed…
Could you simply walk passed without a second look, or without even taking a moment to gaze at this blast from the past that has been brought to life in such a current way? If you could simply stroll on by, I’m fairly certain America’s sweetheart would be ashamed. I know that I’d stop and that’s precisely the type of behavior that BBDO and Snickers were banking on.
Together these two companies took the Snickers “hangry” campaign to the next level. If the idea of hangry wasn’t already hilarious enough, the companies decided to ramp it up by designing a billboard that features face recognition. Imagine watching Marilyn’s face transition to an angry Williem Dafoe, who is full of excellent one-liners like, “You think this is easy? You try working in heels!” It’s enough to have you rolling on the ground in stitches, right?
The idea of being hangry is relatable. Everyone gets a little grouchy when they’re starving, and Snickers took that idea and added imagery. Thinking of this emotion as a visual depiction is not only hysterical, but it vividly shows just real “hangry” can be. You really aren’t yourself when you’re hungry. I think we can all account to becoming a less happy version of ourselves when our stomachs are growling.
Humor is contagious. Obviously, not every company has the capability to combine a face recognition camera and life-size billboard to create a stir, but any business can utilize humor to make a huge splash in marketing. This type of advertising is just good, clean, belly-busting fun that anyone could enjoy. Who doesn’t feel compelled by that?