Snickers / NFL Bad Advice

Sponsoring a professional sport is expensive. So it should come as no surprise that Snickers wanted to make sure everyone knew they were an official sponsor of the NFL. To do that, we adapted Snickers’ long-running campaign to develop a fresh approach that spoke directly to the NFL’s biggest fans - fantasy football fanatics. Using the new line  “You’re off your game when you’re hungry," we created ads targeting these fans and blanked them across video, print, and digital media channels directly tied to fantasy football.

As an easter egg, the joke url featured in the spot was actually a live web address, leading anyone who actually typed it in to a microsite with additional content and link to Mars’ e-commerce portal.

An easter egg for anyone interested enough to visit any of our URL's, we also created microsites for each of the services shown in the spots. Each site featured additional content and pushed visitors to Mars e-commercial portal.

When users click on any of the content, or after 15 seconds, Snickers branding pops up "Thinking of taking this advice? You're off your game when you're hungry."

Everyone talks trash in fantasy football. So we created mobile videos that play off the campaign idea 'you're off your game when you're hungry.'   These ran on Snapchat during the NFL's game day snap stories.