A Sweet Way to Avoid Stupid Situations
“Snickers Own Goal,” Mars Wrigley’s most recent European ad for the Snickers brand, is a great mix of humour and sportsmanship. Football favourites Bukayo Saka and Luka Modrić are involved in the ad, which offers a lighthearted solution to fans’ self-inflicted errors in the height of football passion.
An Eye-Opening Opening
The hero TV commercial opens with a cinematic flourish, taking viewers to the typical local barbershop. The scenario opens with a fan becoming excited at the wrong moment while fixated on the football game on TV. This early jubilation leads to a comical incident in which the barber, taken aback, accidentally cuts off a prominent section of hair from the fan. Here come football players Saka and Modrić, who invoke the campaign’s tagline, “Own goal?,” by charming and sympathetically giving the mortified fan a Snickers bar. Perhaps all you need is a Snickers bar.
Past the Silver Screen
However, Saka and Modrić’s participation goes beyond the television. A smart combination of out-of-home advertising, internet and social media promotions, public relations, and in-store marketing initiatives are used to increase their presence in 46 markets around Europe and the Middle East and Africa. Along with interactive aspects, the ad rates everyday ‘own goals’ by the football players on a scale of one to 10, provoking a funny and relevant conversation about common mistakes.
From Jokes to Faith
Greg Kent, Regional Brand Director for Snickers at Mars Wrigley, highlights the campaign’s double objective of building a lasting engagement with the brand and fostering fan connection. “By spotlighting these relatable mishaps, we not only share a laugh with our audience but also position Snickers as the go-to treat for those must-hide moments,” Kent explains.
An Intercultural Collision
Jim Stump, Executive Creative Director at T&Pm, comments on the campaign’s universality, echoing the feelings of pleasure and togetherness. “As a football fan, I’ve made my fair share of “own goals.” He says, “Snickers is ideally positioned to transform these mistakes into happy and meaningful moments.”
What the Stars Indicate
Saka and Modrić both say how much they are enjoying the campaign. Modrić finds amusement in the lighthearted handling of fans’ errors, while Saka emphasises how relatable the ad is. “Aside from the pitch, we’ve all been there. It’s wonderful to add some humour to these occasions “says Saka.
Moving Forward
Through 2025 and beyond, “Snickers Own Goal” is expected to change, with promises of more interesting material. Snickers hopes to become more than just a source of entertainment by utilising cultural events and football’s widespread appeal. One delicious save at a time.
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