Snickers' campaign turns AI hallucinations into a branding idea

Snickers' AI campaign revisits its familiar idea that hunger can make someone act recklessly, but applies it to a very current situation: an AI that confidently recommends something absurd. In the commercial, a driver asks if a dragon tattoo would suit him, and the AI agrees… if he gets it on his face. The creative solution is to give the AI a Snickers bar, a humorous way of connecting the brand's historical imagery with the so-called hallucinations of models.

 The key to success lies in understanding how the public's relationship with this technology has changed. More and more people recognize that an AI-generated response can sound convincing and still be incorrect. The campaign translates this learning into an easily grasped scene, while maintaining Snickers' signature tone. It also demonstrates why knowing your audience matters: for those already using these tools, the joke has context; for others, it might need further explanation.

 A consistent brand doesn't simply repeat a formula without considering the environment: it finds new ways to express its core idea as habits and cultural conversations shift. The useful question for any marketing team is whether a trend can be credibly connected to what the brand stands for, or if it's just adding to the noise. Watch the Cierre de Semana segment for the full discussion about the Snickers commercial, AI, and how a brand idea can remain relevant by adapting to the present.