Construction workers prove ‘you’re not you when you’re hungry’ in new online film for Snickers

Snickers is continuing with its ‘you’re not you when you’re hungry’ campaign, recruiting a group of actors posing as construction workers to stage a candid camera-style experiment to demonstrate the slogan. 

The group heckled passers by from a building site in central Melbourne but instead of the usual stereotypical comments, they shouted out empowering compliments including: “You want to hear a dirty word? Gender bias”.

Clemenger BBDO Melbourne executive creative director Ant Keogh said: “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.”

The first locally-produced ad of the campaign, which launched globally with a Betty White ad, featured Home And Away star Ray Meagher.

The online film launched today.

Credits:

  • Marketing Director Matthew Graham
  • Group Marketing Manager Brad Cole
  • Creative Chairman James McGrath
  • Executive Creative Director Ant Keogh
  • Copywriter Andre Hull
  • Art Director Lee Sunter
  • Senior Producer – TV Lisa Moro
  • Planning Director Michael Derepas
  • Planner Matt Pearce
  • Group Account Director Jennifer Chin
  • Senior Account Director Tim Clark
  • Director Nick Kelly, The Sweet Shop
  • Camera Operators Andrew Dunlop / Chas Mackinnon / Jimmy Harmsworth
  • Editor Graeme Pereira The Butchery
  • Producer Nikolas Aulich, The Sweet Shop
  • Production Company Wilf Sweetland (MD) / Edward Pontifex (EP), The Sweet Shop
  • Post Production Company The Butchery / The Refinery
  • Flame Artist Eugene Richards, The Refinery
  • Sound Designer/Engineer Stevo Williams, Flagstaff Studios
  • Sound House Flagstaff Studios

Comments


  1. Voldemort
    26 Mar 14
    11:00 am

  2. f$%^^*& awesome!!!!!

  3. Steve
    26 Mar 14
    11:33 am

  4. So basically this ad is saying all builders are usually misogynists? Well done with that generalisation.

  5. Jon
    26 Mar 14
    12:28 pm

  6. So…

    Snickers makes builders sexist.

    Interesting message.

  7. Black Tooth Grin
    26 Mar 14
    2:13 pm

  8. Steve & Jon: Fun Police.

  9. Jack Mckinley
    26 Mar 14
    2:27 pm

  10. Nice Work

  11. Kath
    26 Mar 14
    2:36 pm

  12. Lighten up Steve & Jon – they are creating funny entertainment .Well played Snickers – I enjoyed it.

  13. Rusty Guts
    26 Mar 14
    3:14 pm

  14. Um…maybe they are saying that normally builders are hungry and would be yelling out crude sexist comments but once they have a Snickers they become themselves and yell out positive, uplifting affirmations?

    Just a thought.

  15. Gareth
    26 Mar 14
    3:20 pm

  16. worst ad I have seen in a while – back to the drawing board snickers – not even funny in a lame way

  17. Gareth
    26 Mar 14
    3:27 pm

  18. pretty sure “Gender bias” is two words.. This ad has really satisfied nothing

  19. Emily
    26 Mar 14
    3:35 pm

  20. The content of this ad made me smile.
    It’s nice to watch women be complimented out of the blue and enjoy it, and it’s nice to see a movie/tv stereotype broken in a playful way.

    But then you get that end line, and you think about it for just a second; realising that this ad is saying that these tradies are not themselves – they’re hungry and that’s what’s making them behave in such a gentlemanly, sweet way.

    It’s a little less playful now.

    When it was just playing out, it’s cute, but the actual premise relies not on a knowledge of a pop culture stereotype but subscription to the idea that it is a fundamental truth that tradies are sexist misogynists. That is, you dont just have to know that this stereotype is sometimes played out on TV and that this is a funny slant on that – you have to actually accept that these guys are the opposite & they eat a snickers they will be *normal* again.

    How many of these marketing professionals in downtown Melbourne have spent any time on a building site lately I wonder? Isn’t it their job to realise that the likely consumers of their advertising and Snickers bars, will, at least to some substantial extent be blue collar working males? (I take this assumption from life, but also that their previous grumpy man ads seemed aimed at males) I wonder why they thought that this ad would be effective? To gain detractors on the internet and do the rounds that way as is so popular these days?

    I spend everyday in my job working amongst Builders and Labourers and I have found them to be some of the most polite, genuine and gentlemanly campaigners for gender equality that I have ever had the pleasure of working with. They are active in a campaign to end domestic violence that has been gaining in strength in Australia, and many that I have met encourage their workmates to “take the pledge”

    As a matter of fact, if they were yelling out at women, the comments made by the “tradies”in this ad are exactly what I’d expect.

  21. tc
    26 Mar 14
    3:42 pm

  22. “You want to hear a dirty word? Gender bias” and only 2 of the 21 people credited with working on this ad are female.

  23. Kelly
    26 Mar 14
    10:51 pm

  24. This is an amazing ad! Funny, irreverent and keeps you interested till the end. Great work Clemeger!

  25. Stephen Dann
    27 Mar 14
    1:04 am

  26. So I know one of the women involved. She gets shouted at by the actors, can’t quite hear what’s said, and then gets stopped by another random to sign a release form for the use of her likeness in the ad.

    Shame they didn’t offer, y’know, pay. Or ask for consent for participation. Or hire actors to play the role of the women at MEAA actors rates. But hey, that would be consistent with the male participants work being valued and paid, and the women being regarded as free participants for the low low price of street harassment.

  27. Kate
    27 Mar 14
    9:29 am

  28. Well said, Stephen Dann.

  29. m
    27 Mar 14
    10:13 am

  30. @Stephen – I think you’re talking about me … I did actually get paid! I’d better mention that on FB to clarify. I didn’t know what was happening until afterwards, but then everyone who was shouted at was given a small reimbursement, and those of us who were used in the final cut were paid a larger one.

  31. lb
    27 Mar 14
    10:27 am

  32. “Snickers anti-misogyny advert actually kind of misogynistic”
    http://www.independent.co.uk/n.....17187.html

  33. Rachael
    27 Mar 14
    11:30 am

  34. It’s weird and off-putting. Who is the target audience for this ad? Because I don’t understand who they’re talking to or what they’re saying. So are builders misogynists or not? And hands up any woman who loves being yelled at by builders on a building site any time ever. Theres an insight lurking in there somewhere but poorly articulated.

  35. Stephen Dann
    27 Mar 14
    3:23 pm

  36. M

    Thanks for clarification – I’m going to not ask if it was MEAA rates, since who knows those off the top of their head. I’d still rather that an advert featuring paid actors featured paid actors in all roles, so everyone was playing on a fair power dynamic.

  37. Kye
    1 Apr 14
    12:14 pm

  38. @Emily! Agree with you 100%! My Father is a Builder and I don’t think this reflects him or his sub-contractors. However, I guess advertising isn’t about ‘truth’. As a Graphic Designer, I know this. I’m with you Emily, the line about ‘you’re not very hungry …’ etc. tainted the sweetness of the overall message for me. With a PM who wants us girls at home in pleated skirts pearls, and whose daughters will ‘apparently’ live at home until married, I relish an opportunity to be exposed to advertising that ‘flys a new flag’ for how women are viewed in Australia.

  39. Lauren
    2 Apr 14
    11:12 pm

  40. Lame. Confusing. Sexist.

  41. Alice
    6 Apr 14
    1:06 pm

  42. Insulting your target audience. Interesting strategy.
    Alternative end lines came to mind…

    “Snickers – Perpetuating male stereotypes”

    “Highly paid, Inner urban ad-men, look down their noses at their master: the customer”