Snickers turns angry sports fans into trolls in new Australian campaign

Snickers is bringing its long-running “You’re Not You When You’re Hungry” platform back to Australian screens, this time taking aim at the particularly combustible behaviour of hungry sports fans.

Created by T&P Australia with media from Publicis One Mars, the new campaign turns actor and Aunty Donna member Broden Kelly into a prosthetic-covered troll as he unleashes a tirade at unsuspecting players during a friendly sporting match.

The work extends a global brand platform that has now been running for more than 16 years, with bespoke versions of the campaign produced around AFL and NRL.

Mars Snacking senior brand manager for Snickers Rachel McClernon said the Australian campaign was designed to give the established global positioning a local cultural twist.

“This platform has been iconic for building the Snickers brand globally, so it’s been incredibly rewarding to work on a local chapter with such a fun storyline,” McClernon said. “I think we’ve all experienced hangry-troll behaviour at a sporting game or two.”

The campaign was directed by Max Miller and Mark Bonanno of Aunty Donna through Haven’t You Done Well Productions, with Sharp FX responsible for Kelly’s prosthetic transformation.

T&P Australia senior creatives Ryland Summers and Tom Fitzgerald led the creative work.

Publicis One Mars group planning director Jasmin Christie said sport provided a natural environment for reviving the brand platform because of the heightened emotion surrounding major games.

The campaign will run across television, online video and Kayo, as well as appearing inside the MCG during the AFL Grand Final. Outdoor and Twitch activity will follow later this month.

The work continues a broader trend of major FMCG advertisers adapting global platforms more aggressively for local Australian audiences rather than relying solely on international creative.