Snickers Commercial Reveals Reason for Godzilla's Rampages

Latest installment in "You're Not You When You're Hungry" campaign debuts on Oscars

Published in CSP Daily News

HACKETTSTOWN, N.J. -- Fans are used to seeing Godzilla destroying cities and terrifying crowds, but how about playing table tennis, water skiing or riding quads? Mars Chocolate North America has announced that Snickers will showcase the never-before-seen "satisfied" side of Godzilla in a humorous new commercial that debuted nationally on March 2 during the 86th Annual Academy Awards.

The 30-second commercial puts a humorous new spin on the brand's iconic "You're Not You When You're Hungry" global campaign created by BBDO New York by showing how Godzilla is just a regular, cool guy when he's not hungry. The ad shows Godzilla hanging around friends in a series of leisure activities, until a sudden spell of hunger transforms him back into a rampaging menace. Only Snickers can provide monster satisfaction and bring 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 for Mars.

This is the 60th year since the character's debut, and Godzilla, a new Warner Bros. Pictures and Legendary Pictures movie, is slated to open nationally on May 16.

The new commercial is the tent pole of an integrated campaign that includes multiple English and Spanish TV, print and digital ads, in-store displays, consumer promotions, public relations and social media.

Mars Chocolate North America, Hackettstown, N.J., is the North American chocolate operations of Mars Inc. McLean, Va.-based Mars Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience. Brands include Chocolate: M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare: Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley: Wrigley's Spearmint, Juicy Fruit, Extra, Orbit, Doublemint and 5 chewing gums, as well as confectionery brands Skittles, Starburst, Altoids and Life Savers; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods and Seeds of Change; Drinks: Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia; and Symbioscience: Seramis, Cirku and Cocoavia.