The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Mobile

Overexplain

Agency BBDO / New York + RadicalMedia

Client Mars Chocolate North America - Snickers Almond
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Annual ID

OS_MO19011B

About the Work

SNICKERS set out to drive awareness for Snickers Almond, while reinforcing their core message that being hungry has consequences. Part of the media mix was video on Facebook and Instagram, which play without sound by default. So, we made something that embraced this limitation: a film crafted specifically to be viewed with sound ON or OFF, providing two different experiences. With sound OFF, viewers see a man talking, while a series of humorous supers tell viewers he’s not saying anything important, so don’t bother turning sound on. With sound ON, they hear our guy offering a funny, rambling, but clearly superfluous monologue describing Snickers Almond. At the end of both, “You OVEREXPLAIN when you’re hungry” pays off SNICKERS brand position and the simplicity of the product. The film purposely breaks the rules of social video with an engaging, long-winded message in a medium that traditionally caters to shorter attention spans.