TV

Epic Snickers work from BBDO Toronto

Here's a bit of background from an article about the spot issued in Marketing Daily National News:

Snickers runs first made-in-Canada spot in 10 years
A new Canadian-made spot for Snickers chocolate bars suggests anger might be cured with a simple snack.
The 30-second spot for the Effem Foods brand, entitled “King,” takes place
in a courtyard in medieval Europe, (shot in Budapest) where angry peasants gather to witness
the beheading of their greedy king. But before the axe falls, the mob is
distracted by a modern-day teenager eating a Snickers bar. “Is this really
about Eddie here using all your tax money to build a hot tub?” he asks. “Or
is everyone just feeling a little down ’cause they’re hungry?”
The mob shrugs in agreement, before being pointed to a Snickers machine.
“Packed with peanuts...Snickers really satisfies,” says a voiceover.
Created by BBDO Canada’s Toronto office, the drama-heavy spot, which was
shot in Hungary and included over 150 extras to play the mob, marks the
first time in a decade that Effem has tapped a Canadian agency for original
TV creative.
“It was a question of looking at the global creative pool for the Snickers
brand,” says Rankin Carroll, director of confectionery business at the
Bolton, Ont.-based company, “And saying, we’re not finding something we
think will work for the direction we want to take.”
That direction, he says, was to bring Snickers “back to its roots,” as a
snack that satisfies hunger. “That’s ultimately what we think is a strong
suit for the brand.”
“King” is playing nationally, in both English and French.
Carroll says Effem’s Canadian operations wants to make a strong push for
Snickers, which, while being a top 10 brand in the chocolate bar category in
Canada, still doesn’t enjoy the #1 rank it has in the U.S.
Effem’s other chocolate confectionery brands include Mars, M&Ms, Twix, Dove
and Bounty.
–Paul-Mark Rendon

To view the spot click ....
HERE