Sports Illustrated's Bikini Issue Cover Is All Messed Up, Thanks to Snickers

Candy Brand Once Again 'Hijacks' Special Edition

By Ann-Christine Diaz. Published on Feb 17, 2016

Editor's Pick

Snickers once again "hijacks" Sports Illustrated's annual swimsuit issue with new cover ads illustrating how hunger can affect the sexy shots of the magazine, in the latest executions for its "You're Not You When You're Hungry" campaign.

The brand, along with BBDO created a pair of ads for both sides of the back cover. One shows what happens when a photo retoucher sets out to tidy up a bikini model picture on an empty stomach (can you pick out all 11 mistakes?). Another illustrates what happens when a wind machine operator goes to set with a grumbling tummy.

The effort follows last year's ads, which showed what the cover model can become when she's starving.

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Feb 17, 2016
BBDO New York
CCO Worldwide:
David Lubars
CCO New York:
Greg Hahn
Gianfranco Arena
Peter Kain
Senior Art Director:
Florian Marquardt
Senior Copywriter:
Rodrigo Linhares
Executive Art Producer:
Betsy Jablow
Project Producer:
Albert Hajduk
Print Producer:
Len Rappaport
Global Account Director:
Susannah Keller
Account Director:
Josh Steinman
Account Manager:
Nick Robbins
Alaina Crystal
Vincent Dixon

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