Mars Chocolate has unveiled a global digital campaign for its Snickers brand led by vloggers whose instructional videos descend into farce.
The brand has released a series of online films in the style of "how to" videos. While they begin in the normal way, the demonstrations descend into chaos because the vloggers are hungry.
They were created by Abbott Mead Vickers BBDO's Alan Wilson, an art director, and Diccon Driver, a copywriter.
The campaign is launching simultaneously in the Us, the UK, UAE, Egypt, Turkey, Lebanon and Brazil.
The alternative video blogs are the latest part of the ‘You’re Not You When You’re Hungry’ Snickers campaign, most recently featured in a television spot in which Rowan Atkinson’s Mr Bean character stars as a kung fu master.
Dan Burdett, global brand director for Snickers, said: "We are excited to be extending the reach of our phenomenally popular Snickers brand online, tapping into the global popularity of ‘how to’ videos.
"The ‘off their game’ vloggers are an innovative digital twist on our hugely successful 'You’re Not You When You’re Hungry' TV ads."
The videos are featured on YouTube, and the vloggers themselves have a combined 7.5 million subscribers, which Burdett believes will give the campaign a significant global reach.
This article first appeared on campaignlive.com.