Snickers: The peacelord

You are not you when you're hungry.

Advertising Agency: BBDO Düsseldorf Germany
Creative Director: Christian Mommertz
Art Directors: Achim Metzdorf, Karolina Bukowiecka
Copywriters: Martin Knipprath, Sebastian Steller
Illustrator: Achim Metzdorf
Published: August 2010

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29 comments

Pedestrian's picture
Pedestrian
465 pencils

If you took a normal peace symbol and made it look angry, that might work with the idea. But Darth Vader + peace symbol isn't working for me.

Guest's picture
Guest

luv it

Guest's picture
Guest

seriously i thought it was a mercedes ad..

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

The last real Star Wars movie was released over five and a half years ago. Could we stop the Darth Vader jokes...

Guest's picture
Guest

Yeah, and let's stop talking about Jesus, that was about 2000 years ago, and while we are at it, let's stop talking about the godfather, Washington, Hitler, Ghandi, John Wayne, Elvis, the Beatles or any other cultural reference ever. (we can keep talking about lady gaga, for now)

Guest's picture
Guest

cool comment !!!! :D

Guest's picture
Guest

Second that!!!

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yes I can obviously see what you're saying, however Jezus, Washington, Hitler, Ghandi, etc, are still relevant today. I don't think Darth Vader is still relevant today, let alone be relevant for a Snickers ad.

Guest's picture
Guest

Darth Vader whit peace-face ??? please explain... nice visual, but where is the idea? i dont get it germany....

Guest's picture
Guest

You are not a Darth Vader(Bad Guy I guess) when you are hungry

Billoughsby's picture
Billoughsby
5091 pencils

Darth Vader represents war and all that is evil, and when he doesn't get his too-much-sugar fix, he becomes like someone else altogether, someone he wouldn't recognize. He becomes peaceful and loving. So therefore, take away Snickers, take away war and all that is evil!

Oh wait...

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

LeeHarvey's picture
LeeHarvey
3045 pencils

Ha! That's more like it Billyboy! Tell those jerry's they've made BS again!

Guest's picture
Guest

When I'm hungry I'm pissed off.

But this ad's saying DV's meek as a lamb when hungry. Conclusion: Stuffing his tummy with Snickers makes DV angry.

Dzsoi's picture
Dzsoi
5268 pencils

Agree, failed logic on this ad.

thedesignaddict's picture
thedesignaddict
5329 pencils

I like your visual treatment of these two pop icons. The existing line is a little bit of a let down though - IMO. I thought it was going to be about 'Dark and Sweet. Together at last', or something like that.

Martijn's picture
Martijn
1900 pencils

I like it. Nice strategy and a good copy. Not sure about the visual, looks cheap for a big advertising budget like Snickers.
Why didn't you make a campaign out of it?

tytpol's picture
tytpol
776 pencils

Tytpol likes it!

AdiAldo's picture
AdiAldo
8 pencils

good copy

andyStock's picture
andyStock
666 pencils

Wow how original - an advert that uses Darth Vader!

Guest's picture
Guest

lame. and wrong.

Guest's picture
Guest

Six people on the team and all of them drinking the cool aid. Sorry, but this makes no sense.

Colish's picture
Colish
146 pencils

Let's mae peace. Vader is a nice person now with the peace sign. Marvellous!

LeeHarvey's picture
LeeHarvey
3045 pencils

Dear Colish there's something wrong with the K on your keyboard! I saw another comment where you said 'I don't lie coca cola..'. Check it out mate, and stop posting your comments twice.

Colish's picture
Colish
146 pencils

Let's mae peace. Vader is a nice person now with the peace sign. Marvellous!

Billoughsby's picture
Billoughsby
5091 pencils

Omission of K is forced. First idea. Borrowed interest. Needs to push it.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

Darth Vader? At first I thought it was a German helmet from WWII.

Guest's picture
Guest

Actually, the Darth Vader helmet and Stormtrooper helmets were based on German helmets from WWII

alexander_bickov's picture
alexander_bickov
3279 pencils

Just great

Felicitas_Pauker's picture
Felicitas_Pauker
179 pencils

I like the fact that being hungry turns you into a different person. So, if you are good you become evil and viceversa. Nice ad, I like it

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