In the video, created by Maxus Hong Kong, the reporter gives a running commentary about people dancing in the streets. He suspects that their peculiar moves (the 'Harlem Shake' and South Korean 'Gwiyomi' dance) mean that the people have been possessed. But in fact they are just demonstrating the brand's strapline: 'You are not yourself when you are hungry'.
Snickers, under Mars Group, is a long-term client of Maxus Hong Kong. The brand has seldom done ATL campaigns, and even last year’s TVC was a local adaptation of a global platform.
Aiming to build a stronger association between “hunger satisfaction” and Snickers and be more in sync with its local target consumers, the brand has adopted the global dance sensations, but given them a local, humourous twist, Ebby Lai, the agency's business director, told Campaign Asia-Pacific.
In addition, Maxus invited three local bloggers, each of whom has his own online following, to act in the presentation.
