Snickers Don’t AI When You’re Hungry: A Hilarious Take on Hunger-Induced AI Errors
Snickers has always been known for its clever and humorous campaigns, and its latest initiative, “Don’t AI When You’re Hungry,” is no exception. Created by T&P Powered by Mirum, a VML agency, this campaign takes an innovative approach to demonstrate the brand’s iconic message: “You are not you when you’re hungry.” For the first time in Brazil, Snickers is utilizing generative artificial intelligence (AI) to highlight the funny and surreal mistakes that can occur when users are confused by hunger.
The Concept: AI and Hunger-Induced Mistakes
The “Don’t AI When You’re Hungry” campaign cleverly integrates the rising popularity of AI with Snickers’ humorous brand essence. The campaign features images generated by AI based on prompts with typographical errors made by users who are “hunger-confused.” These mistakes result in bizarre and amusing visuals, such as “a man eating ‘sneakers’ on the street” or “a camel walking through the ‘dessert’.” These playful errors underscore how hunger can muddle even the simplest tasks, like typing a correct prompt.
Bridging Global Concepts with Local Trends
Denise Door, CMO of Mars Wrigley in Brazil, emphasizes the innovative nature of Snickers and how the brand constantly seeks new ways to elevate its global message. Brazil, being the fourth largest user of AI, provided an ideal backdrop for this campaign. By tapping into the local context and the global rise of AI, Snickers brings a fresh and relevant twist to its established brand narrative.
Creative Execution and Humor
The campaign is a testament to Snickers’ commitment to creativity and humor. Gustavo Varandas, Marketing Manager of Snickers, points out that while many brands focus on AI tools, Snickers uniquely explores the user’s interaction with this technology. The humorous aspect of making mistakes when hungry is something everyone can relate to, and this campaign brilliantly captures that sentiment in a modern, tech-savvy context.
Strategic Challenges and Engagement
Filipe Matiazi, creative director of T&P, highlights the strategic challenges of engaging consumers in new and innovative ways. The campaign not only discusses the behavioral effects of hunger but also taps into the ongoing debate about the use of generative AI. By showing how hunger can affect even AI prompts, Snickers manages to combine humor with a timely tech trend, making the campaign both relevant and entertaining.
Campaign Details
“Don’t AI When You’re Hungry” launched in Brazil in April 2024 and includes various media assets across digital and film platforms. The campaign’s success lies in its ability to blend cutting-edge technology with the relatable human experience of making silly mistakes when hungry. This creative approach reinforces Snickers’ position as a brand that understands its audience and isn’t afraid to innovate.
Conclusion
Snickers’ “Don’t AI When You’re Hungry” campaign is a masterful blend of humor, technology, and relatable human behavior. By leveraging AI in a playful and engaging manner, Snickers continues to reinforce its iconic message while staying relevant in the ever-evolving digital landscape. This campaign is not just about promoting a product; it’s about connecting with consumers on a deeper level, reminding them that sometimes, a little bit of hunger can lead to hilarious results.
