Late February was a painful time for fans of Liverpool FC and they were unlikely to have been too cheered up by the latest European ad for Snickers featuring the club’s manager Jürgen Klopp.
The tongue in cheek commercial launched on 22 February and ran whilst the club was enduring worst home league run in 98 years. It features the famously passionate, over-enthusiastic and super-charged (yet largely affable) manager being irate as he bellows ‘3-5-2: nobody plays that anymore’ direct to camera while playing a game of table football with three (younger) friends.
As with the formula adopted of previous Snickers spots (including ads featuring Mr Bean and Elton John), once he’s had his candy bar it turns out that its isn’t actually Klopp at all, but rather an angry teen suffering from hunger.
It ends with the familiar brand endline: ‘You’re not you when you’re hungry.’
Klopp himself said in the campaign PR: “My family and I have always loved Snickers, and it’s hard for me to turn down a game of football, so I was really looking forward to this partnership from the very first moment.”
“Jurgen brings the same energy and passion to the Snickers campaign as he would to a top of the table clash, and that’s why he is the perfect person to front the next instalment of our hugely popular ‘You’re not you when you’re hungry’ series,” commented Mars Wrigley UK Marketing Manager Kerry Cavanaugh.
The Mars Wrigley brand campaign was created by BBDO Düsseldorf where the team included Kristoffer Heilemann, Michael Plückhahn, Rod Henriques and Henrik van Laak and it was directed by Lena Beug through Cobblestone (Hamburg).
BBDO Düsseldorf is based only around 60km from Klopp’s former club Borussia Dortmund.
Comment:
Interestingly, the campaign was actually filmed in 2019 when Liverpool were cruising towards their first Premier League title and had just won the Champions League. Yet it was finally released in February 2021 just after Liverpool’s first defeat to local city rivals Everton for 20 years.
There might be the odd snicker on the blue side of Liverpool as the ad airs.
Links:
Mars/Wrigley
BBDO Düsseldorf
https://bbdo.de/en/agencies/BBDO%20D%C3%BCsseldorf
Leave a comment
You must be logged in to post a comment.