Snickers - Own Goal commercial (ft. Modrić and Saka)
Mars Wrigley needed to maintain Snickers' relevance and momentum among football fans across Europe and MEA during the lead-up to Euro 2024. The client sought to position Snickers as the go-to snack for fans, building sustained brand credibility by authentically connecting with the global camaraderie of football.
Creative Idea
Football stars showed how Snickers fixes relatable "own goals" or everyday blunders.
Snickers leveraged football stars Luka Modrić and Bukayo Saka to humorously dramatize everyday "own goals" - relatable mistakes made when not at your best - positioning the candy bar as the simple fix for these hunger-induced blunders during Euro 2024.
Two Stars One Barbershop and Eight AI Guardrails
From Rookie Mistakes to Own Goals
While the campaign serves as the European evolution of the American Rookie Mistakes NFL platform, the creative team at T&Pm pivoted to the universal concept of the Own Goal to ensure the message resonated across 46 markets in the EMEA region. This linguistic shift allowed the brand to tap into a 20% historical uplift in confectionery sales during major tournaments. The strategy paid off, delivering double-digit sales growth and a massive digital footprint with over 500 million global impressions.
The Illusion of the Shared Barbershop
Despite their chemistry on screen, Luka Modrić and Bukayo Saka were never in the same room. Due to conflicting professional schedules, director Russell Bates filmed Saka in North London and Modrić in Spain. The production team had to meticulously sync lighting and camera angles to create a seamless interaction. The London shoot nearly faced a shutdown when local students recognized Saka, resulting in hundreds of fans swarming the barbershop just as the final take was completed.
Mourinho and the Guardrailed Roast
The campaign pushed technical boundaries by using Generative AI to let fans co-create content. Featuring legendary manager José Mourinho, the tool allowed users to "roast" their friends' mistakes via WhatsApp. To ensure brand safety, the team implemented eight separate AI guardrails to prevent the digital Mourinho from generating inappropriate content. This AI extension alone generated 16.5 million organic views, while the broader campaign achieved a staggering 93% reach among the 16 - 54 demographic in the UK.
Creative Strategy Deconstructed
Company
Snickers had established brand equity in fixing hunger-related bad moods, making it a credible solution for poor decisions or "own goals."
Category
Snack brands often focus on taste or energy; Snickers uniquely addresses mood and decision-making by fixing hunger-induced blunders.
Customer
Football fans relate to making silly mistakes or "own goals" in everyday life, especially when distracted or not at their best.
Culture
The anticipation of Euro 2024 provided a highly relevant and engaging cultural backdrop for the "own goal" football metaphor.
Company
Snickers had established brand equity in fixing hunger-related bad moods, making it a credible solution for poor decisions or "own goals."
Category
Snack brands often focus on taste or energy; Snickers uniquely addresses mood and decision-making by fixing hunger-induced blunders.
Strategy:
Connect everyday mistakes to a simple, immediate solution for human flaws.
Customer
Football fans relate to making silly mistakes or "own goals" in everyday life, especially when distracted or not at their best.
Culture
The anticipation of Euro 2024 provided a highly relevant and engaging cultural backdrop for the "own goal" football metaphor.
Strategy:
Connect everyday mistakes to a simple, immediate solution for human flaws.
Strategy Technique
Start With a Human Flaw
This technique taps into the universal experience of making mistakes or poor decisions - "own goals" - when hungry or distracted. It positions Snickers as the quick, simple fix for these human flaws.
Explore Technique
Creative Technique
Analogy for the Problem
The botched haircut serves as a humorous, relatable analogy for an "own goal" or mistake made when distracted. It visually connects everyday blunders to the football term, making the Snickers solution clear.
Explore Technique
Craft Breakdown
The campaign's craft is exceptional in its comedic timing and the clever integration of a celebrity endorsement to deliver a classic Snickers message with a relevant cultural twist.
The exaggerated expressions of the customer and the initial barber, combined with Luka Modrić's deadpan delivery, are crucial to the ad's comedic impact.
The "own goal" pun cleverly ties the football context to the Snickers brand message of not being yourself when hungry, making it highly memorable.
The rapid cuts between the football match, the customer's reaction, and the barber's intense focus effectively build tension and deliver the comedic punchline.
The detailed and authentic barbershop set, filled with character and warm lighting, provides a rich and engaging backdrop for the narrative.
The ad's success stems from the seamless synergy between the strong acting, witty copywriting, sharp editing, and immersive art direction, all working together to deliver a cohesive and humorous message.
