Snickers and BBDO have extended “You’re Not You When You’re Hungry” to software. Hungr.AI is a digital candy bar: fans copy it from a dedicated site and paste it into their AI assistant when the assistant returns a poor or overly agreeable answer. Engaging with the experience on Reddit, Snapchat or the site unlocks a free physical bar.
Two films set up the premise. In “Marathon,” a woman at the start line asks an AI whether she should be running that distance without training. “Absolutely, the human body is capable of amazing things,” it tells her. She turns up later on the sidewalk with ice packs on both knees, feeding the assistant a digital bar. In “Tattoo,” a taxi driver asks whether he could pull off a scorpion. The AI answers that it “sounds deeply meaningful and authentically you,” then recommends his face, on the grounds that his bone structure is ideal.
“Snickers has long been the remedy for out-of-character moments,” said Ashley Gill, brand and content vice president of Mars Snacking. “As generative AI becomes part of everyday life, we’re playfully reinventing the way Snickers connects with our fans in today’s culture.” The platform dates to a 2010 Super Bowl spot in which Betty White plays a football player who turns out to be a hungry man named Mike, and has since run through Elton John failing at a rap battle and Danny Trejo playing Marcia Brady. The new version keeps the structure and changes the subject: the character acting unlike itself is the assistant.
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