In its boldest move yet, Snickers has rolled out a set of six out-of-home ads quoting different types of mistakes made by Hong Kong celebrities and political figures.
Launched lastÂ Saturday under the tagline âYouâre Not You When Youâre Hungryâ, the campaign uses six famous quotes that have been packaged into what it calls âhungry quotationsâ (čé¤čŞé) which aim to stir laughter and spark creativity.
The campaign was developed by BBDO Hong Kong and Maxus Hong Kong.
“People make silly mistakes and do the wrong thing when they are hungry, including famous celebrities, news anchor and politicians,” said Doreen Cheng, marketing director at MARS Hong Kong in an interview with Marketing.
“These faults usually become viral hits but most importantly, itâs how impressive everyone remembers these ‘slip of the tongue’ and bloopers.
“We want to bring back those familiar faults done by famous people and tell the audience that famous ‘slip ups’, and mistakes are due to being hungry.”
Here’s a breakdown of the different executions:
Logical mistake (shouldnât use English in a Ancient Grammatical mistake Chinese drama) – âPlease help me to CHECK if thereâs anyone who didnât pay the taxâ
Grammatical mistake – âTo protect the core value is the core of the core valueâ
Typo mistake – âRest in PEACEâ
Pronunciation mistake – âDo you know how to write the word âShameâ? SHAME! SHAME on you!â
The punch line âDo you know the meaning of shame? Same! Same on you!â is a clever spin on what Chung Shu-kun (éžć¨šć šTree Gun), chairman of Eastern District Council, said in a council meeting mispronouncing âShameâ to âSameâ.
Pronunciation mistake Typo mistake – âMay I have your surname, Mr Chan?”
Pronunciation mistake Typo mistake – âTry my BESTâ
This âTry Our Breastâ version is an ironic take on Chan Hak-kan, a member of the Legislative Council of Hong Kong, and his inadequate English language proficiency shown in one of his TV interviews in 2008 mispronouncing âtry my bestâ to âtry my breastâ.
But this simple purpose has quickly turned into a mean for social media users to release their anger towards the current political environment.
Shortly after the launch, the ad has been hijacked and re-created in a provocative way that fills with sarcasm, with even modified profane words, targeting against politicians in particular.
Interestingly, it was these creative derivative works circulating on social media these fews days that earned the company broad public support over itsÂ boldness and assertiveness in the ad approach.
Cheng said the viral impactÂ was a happy surprise to the company.
âEveryone makes silly mistakes and does absentminded things when they are hungry, including celebrities and politicians. Our major objective with this campaign is to recall familiar miscues by famous people and to tell our audience that these kinds of slip ups can be caused by being hungry,â she said.
Of the political take, Cheng said it was aimed to create a significant resonance among Hong Kong audiences.
âWe know the general public loves local humour â especially when it relates to their daily lives or the latest hot topics. By incorporating local insights into our branding efforts, we have seen our audience enthusiastically embrace our creativity and show their support by purchasing our product.
âWe believe the effectiveness of this communications strategy has strongly contributed to the success of our campaign.â
The effectiveness of this campaign, she added, demonstrated a successful offline-to-online marketing experience.
âWhile we initially planned for a low-budget, outdoor campaign, it created a big buzz on social media. This is the power of viral media, and we are very happy to see that our audience can enjoy a laugh or a relaxing moment from our campaign.â
Find more hilarious highjacks here: