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.
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.
