Mr. Bean pumps his ‘Fist of Hunger’ in Snickers’ new campaign

Perhaps the best blend of East and West has come in a scene from a new TV ad where Mr. Bean is seen using kung fu.

This unbelievable sounding partnership actually works out well in the hands of AMV-BBDO London for Snickers’ new hilarious global kung fu-themed campaign, “You’re Not You When You’re Hungry”.

A set of three TV spots feature the British comedian Rowan Atkinson, better known as Mr. Bean, awkwardly using several kinds of Chinese martial arts, including kung fu, nunchucks and kata.

BBDO China has taken part in the production of the China spot, where Mr. Bean plays to a slightly different hungry behaviour, which sets up the concept of the “Fist of Hunger” that is used throughout the global campaign.

To ensure better verisimilitude, the China team has taken extra care of the costumes of classical kung fu fighters from Chinese “Wuxia” stories such as the Crouching Tiger, Hidden Dragon.

Snickers Mr. Bean – kung fu

Snickers Mr. Bean – kata

Snickers Mr. Bean – nunchucks

“This is the first time we have shared our global resources and used our agency’s global network in this manner. It’s a testament to the Snickers brand to be able to co-operate in this way to deliver a campaign of such scale, which neither market would have been able to achieve individually,” said Clarence Mak, president of Mars (food) China and global leader on Snickers.

In the China campaign, consumers are treated to an elaborate back story of Atkinson (Mr. Bean) arriving in China to prepare for what he believes to be a kung fu movie deal, only to inadvertently discover his own fighting style, the “Fist of Hunger”.

Atkinson was brought to China to make his first appearance as Mr. Bean on the popular 80’s Talk Show programme.

The campaign further reinforces and refreshes the well-known “You’re Not You When You’re Hungry” platform.