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.

2021 One Show - Moving Image Craft

First Visitors

Agency BBDO / New York + O Positive / Los Angeles

Client Mars Chocolate North America: Snickers
BACK TO RESULTS

Annual ID

OS_MI21_038M

About the Work

Deep into the quarantine, Snickers wanted to connect with people in a way that rings true, while also acknowledging that everyone is experiencing unprecedented challenges and disruptions in every part of our lives. So Snickers humorously highlighted something that we’re all wary of - after a long stretch of isolation, our re-entry into social interactions might be a little rusty. Snickers wanted to connect with people in a way that rings true and feels like Snickers, while also acknowledging that everyone is experiencing unprecedented challenges and disruptions in every part of our lives. Having assumed that he and his wife would be having happy hour over ZOOM, a man wanders onto his patio sans pants, only to realize his guests have come to visit in person. Upon realizing his error, he exits to find pants and the spot closes with “Confused? Maybe you just need a Snickers.” In a challenging time, it seemed to thread the needle of being funny & topical without being insensitive or crass.