Earlier this year, Snickers reached out to its fans to create new chocolate bar ad. By this time, most consumers are familiar with the immensely popular 'You're Not You When You're Hungry' campaign, and amateur submissions were told to be made in a similar vein.
The winner of the campaign is Lexington's Walter Arnett who shot a commercial starring himself -- and two devil versions of himself. The brilliant part about this ad is that Arnett uses old tropes of storytelling, primarily the angel-devil archetype, but subverts it to only include two devils. Once his coworker leaves her Snickers bar by accident, Arnett has a meta moment and questions why both of his shoulders are occupied by devils.
At this point, Arnett uses the campaign title when telling him, "you're not you when your hungry," and feeds it a Snickers bar. The devil suddenly reappears as an angel.
Amateur Chocolate Bar Ads
This Hilarious Snickers Commercial is the Brand's Contest Winner
Trend Themes
1. User-created Ads - The trend of brands inviting consumers to create their own ads is growing, presenting a disruptive innovation opportunity for advertising agencies to shift their focus towards facilitating user-generated content.
2. Subverted Tropes - The use of subverted storytelling tropes, as seen in Snickers' commercial, is becoming more popular in advertising, providing an opportunity for brands to create memorable and attention-grabbing messages through unexpected narratives.
3. Meta Advertising - The use of self-awareness in advertising, as seen in Snickers' commercial, is a trend that is becoming more prevalent as brands seek to engage with audiences that are looking for more playful and entertaining content.
Industry Implications
1. Advertising - The trend of user-generated content in ads presents a disruptive innovation opportunity for advertising agencies to shift their focus towards facilitating and curating user-created ads.
2. Food and Beverage - Brands in the food and beverage industry can use subverted tropes and meta-advertising to create engaging campaigns that stand out in the crowded marketplace, presenting disruptive innovation opportunities for creative agencies and marketers.
3. Media and Entertainment - In the media and entertainment industry, the trend of meta advertising and subverted storytelling can provide an opportunity to create fresh and engaging content that resonates with audiences looking for original and unconventional messaging.