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.