Snickers has launched a new ad, featuring Sir Elton John singing his heart out during a rap battle.
The spot, part of the brand’s iconic “You’re Not You When You’re Hungry” campaign and created by Abbott Mead Vickers BBDO, opens with a group of rappers into a “rap battle” taking place at a barbecue in Compton, Los Angeles. The 71-year-old singer, who it turns out is portraying the “hungry” version of the West Coast rapper Boogie, performs an off-key rendition of his 1976 hit “Don’t Go Breaking My Heart” and receives, from one of the guys, a Snickers bar to eat it. “You always your edge when you’re hungry,” the latter tells Elton John who, after biting into the sweet treat, turns back into the rapper.
In a statement about his partnership with the chocolate brand, Sir Elton John said “Most people already know I’’ve long been an advocate of hip-hop, and that’s why I wanted be a part of this – I got to hang out with Boogie and some great hip-hop talent from the U.K. too”. He also said he loves “the direction the new Snickers ads have humorously portrayed being off your game when you’re hungry”.
Elton John has thus become the new face of Snickers’ ongoing “You’re Not You When You’re Hungry” campaign, replacing Mr Bean, who appeared, in a spot released four years ago, as a 16th century martial arts master in need of a snack.
The spot, available in 15-, 30- and 60-second versions, is complemented by social media activity, targeted at younger audiences, as well as PR activity. The campaign launched internationally, including in the US and UK, on Saturday, 1 September.