It’s common practice on radio stations to have segments where they encourage listeners to call in and make special dedications to their romantic partners. Since these dedications are often live on the air, you only get one shot to get them right. So there is a bit of pressure for things to go smoothly. We played against this tension by having people flub their romantic dedications in that key moment because their hungry. All to underscore the notion that “You’re not smooth when your hungry,” to promote new, creamy Snickers.

As a riff on the longstanding “You’re not you when you’re hungry” campaign, our spots feature radio listeners offering on-air dedications to their sweethearts. Because they’re hungry, however, they end up making a mistake during their dedications. In a situation where they are trying to be smooth, they are failing due to hunger. The announcer reminds listeners that “You’re not smooth when you’re hungry,” and advises them to try new, creamy Snickers.