Snickers' amusing AI-sceptical campaign adds to the conversation

Snickers’ contribution to the emerging ‘AI-sceptic’ campaign genre adds something to the conversation.

It’s been quite a week for succinct one-liners in advertising, with Guinness and M&S pitching in. 

And now Snickers clearly also believes that less is more, with the strapline ‘Satisfied?’ capping off its ‘Hungr.AI’ series.

Thrifty wordplay isn’t the most interesting thing about the ad.

Created by BBDO Worldwide and produced by Good Behavior, the campaign uses a series of comedy films directed by Pete Marquis to make a genuinely relatable point about AI.

The films play out like a support group for people who have trusted AI a little too much. 

One user follows questionable marathon advice, another receives bizarre recommendations, and the machines appear willing to validate almost anything—no matter how ill-conceived.

The ad then is more ‘AI-sceptical’ than specifically ‘anti-AI’, but the joke lands because most viewers have lived through some version of it.

In fact, the wider campaign actually encourages a bit of AI use, with users encouraged to copy a "digital Snickers" from the campaign website and paste it into ChatGPT when responses start feeling incorrect, overly agreeable or bizarre. The AI then generates a new answer.

The creative industry is embracing the theme of AI, then, and Snickers’ effort stands up with the likes of Vodafone's ‘The Unseen Goal’ and Heinz using AI to explore what the internet thinks ketchup looks like.

Snickers, a brand often associated with no-nonsense advertising, fits in well by calling out nonsense, digital or otherwise.