Why does Godzilla destroy cities and terrify crowds? Snickers posits that the infamous monster is just hungry in its latest commercial, which makes its debut nationally Sunday, March 2, during the 86th Annual Academy Awards.
The humorous 30-second commercial is a new spin of the brand's iconic "You're Not You When You're Hungry" global campaign created by BBDO New York. It features a Godzilla participates in a series of leisure activities with friends — until he gets hungry and transforms into a rampaging menace. Only a Snickers bar satisfies the monster’s hunger and puts an end to the destruction.
"'You're Not You When You're Hungry' has been an enormously successful campaign for the brand in the United States and globally, and this ad provides a funny new take on the concept in a way that will resonate with consumers," said Roy Benin, chief consumer officer, Mars Chocolate North America. "If Snickers can provide monster satisfaction to Godzilla, it can satisfy practically anyone."
The commercial airs ahead of the 60th anniversary of Godzilla’s silver screen debut, as well as a new movie titled, "Godzilla," a presentation of Warner Bros. Pictures and Legendary Pictures, which is slated to open nationally May 16.
The new commercial is part of an integrated campaign that includes multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.