Snickers launches new Australian sports-themed advertising campaign

Snickers has launched a new Australian marketing campaign developed by T&P Australia and Publicis One Mars. The campaign utilizes the brand’s global ‘You’re Not You When You’re Hungry’ platform to explore how hunger affects sports spectators.

The campaign features actor Broden Kelly, who transforms into a ‘hunger-troll’ during a sporting match, directing outbursts at amateur players before being satiated by a Snickers bar. Bespoke versions of the film have been produced specifically for Australian Football League (AFL) and National Rugby League (NRL) moments.

Production was handled by Haven’t You Done Well, directed by Max Miller and Mark Bonanno, with prosthetic effects provided by Sharp FX. Mars Snacking Senior Brand Manager Rachel McClernon noted that the campaign aims to connect with passionate fans during high-emotion sporting moments.