Snickers’ much-loved “You’re Not You When You’re Hungry” campaign takes on YouTube’s pre-roll format in its latest installment by turning it into a game. Created by BBDO, “The Pre-Video Videogame” features two games, “Wrestler” and “Rockstar”, which can be played using the pause button. The goal is to grab a Snickers bar at the right time to help the hungry hero in the spot transform back to his non-hungry self.
The idea wasn’t so much to use the pre-roll creatively than to create a game. “We knew we wanted to create a game, but the limitations of YouTube’s pre-roll format soon got in the way. So we created a game using the only user input allowed: the pause button,” explains the agency.
The two games are a prelude to regular videos on YouTube and were created keeping in mind the notoriously skippable format to engage audiences. The games have a second life outside YouTube too. “Because most people now have the ability to pause live TV, we’re also doing a version for regular TV commercial breaks,” adds the agency.
The idea didn’t come without challenges – and skepticism. Using YouTube seemed natural as that’s where Snickers’ audience lives but the use of the pre-roll, in particular, was met with some cynicism from the team. “But we knew if could crack it and convince people to stick around, we could win over a whole new legion of Snickers fans,” adds the agency.
While the game may seem overly simplistic, the format itself is limited, but as the agency says, “The most addictive games are always the simplest ones.” Something that’s evident in the 90 percent average viewer retention rate so far.
Agency creative team:
Regional Executive Creative Director: Fadi Yaish
Creative Director: Jamie Kennaway, Stephanus De Lange
Associate Creative Director: Dio Santos
Regional Account Director: Frances McCabe
Senior Account Manager: Lina Ghulam
Editor Lead: Joris Bosdriesz
Motion Graphics Lead: James Keith Elgie
Senior Broadcast Producer: Anju Purushot
Post Producer: Ann Geleen Amparado
Production house: Good People
Director: Maged Nassar
Executive producers: Michel Abou Zeid
DOP: Pierre Mouarkesh
Grade: Karim Mira, Lizard VFX
Online: Serena, Dubai
Producers: Mahmoud Al Jabban, Daniela Borges, Romy Raad
Flame Artist: Miguel Ruiz
Graphics: Gary Fedorenko, Yunus Ali
Music & Sound Design: Mango Jam, Dubai