Snickers continues the ‘You’re not you when you’re hungry’ campaign in latest candid camera- style experiment via Clemenger BBDO, Melbourne

CB Exclusive – Clemenger BBDO Melbourne and Snickers has staged a candid camera-style experiment on the streets of Melbourne to prove that construction workers are just not themselves when they’re hungry.

On a construction site in central Melbourne, a team of builders (actors) offered comments to passing pedestrians and office workers. The twist? The builders surprised and delighted the unsuspecting passers-by with positive and empowering compliments, even eulogising about gender politics and feminist theory, much to the amusement of the unsuspecting general public.

Clemenger BBDO Melbourne executive creative director Ant Keogh says making the campaign has been a lot of fun for the agency: “It’s not always easy to create a local adaptation of a global theme, but with Snickers, it’s been an absolute delight. The whole premise of ‘You’re not you when you’re hungry’ gives us enormous scope,” he said.

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Brad Cole, Bars Segment Lead is thrilled with the result: “There were a few nervous moments while we were filming the reactions but the public took the experiment in the spirit in which it was intended – to charm and amuse them,” he said.

The experiment continues the internationally lauded (and hugely popular) ‘You’re not you when you’re hungry’ Snickers campaign. The campaign launched at the 2010 SuperBowl with the now famous ‘Betty White’ commercial. Subsequent executions have featured stars such as Joan Collins, Aretha Franklin, Robin Williams and in Australia, Joe Pesci and even Ray Meagher in his first ever advertising role.

The premise of the campaign is that you become someone else when you’re hungry – and as such, behave unexpectedly.

Creative Chairman: James McGrath

Sound House: Flagstaff Studios