Once Again, Snickers Messes Up the Back Cover of Sports Illustrated's Swimsuit Issue

This Time, It's an Editor's Screw-Up

Published on

Editor's Pick

It's that time of the year again. Sports Illustrated releases its annual Swimsuit Issue, and Snickers messes it up.

For the past three years, the candy brand's "You're Not You When You're Hungry" campaign has hijacked the magazine's famous edition -- showing what happens when a person involved with it forgets to eat. The 2017 campaign plays off the idea of a starving editor who was so impaired by hunger that he or she ended up losing the back cover and replacing it with a less-than-adequate substitute -- a cover of American Antiques Magazine's own swimsuit issue, featuring a chest of drawers squeezing into a teeny bikini.

"Magazine editors get LOOPY when they're hungry," the ad reads, alongside a picture of a Snickers "Hunger" bar. Another ad appearing on the inside back cover features a scantily clad guinea pig, posing for Small Pets Monthly.

Last year's campaign showed what happens when a hungry retoucher was charged with brushing up the cover photos, while in 2015, it revealed what happens when models have grumbling tummies during the photo shoot.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 15, 2017
Agency:
BBDO New York
Client:
Snickers
Category

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age