Snickers Debuts Its Most Horrifying Ad Campaign Yet In Sports Illustrated

Snickers just released an ad campaign that's getting people talking for all the right reasons.

Sticking to what works, the candy bar brand took its well-known tagline, "You're not you when you're hungry" and turned it into so much more.

The advertisement showcases a model so egregiously Photoshopped, it's confusing. The accompanying text reads,

Photo retouchers get confused when they're hungry.

Another ad from the campaign shows a wind-blown model alongside text that says, "Wind machine operators get loopy when they're hungry."


The campaign coincidentally makes its debut in this month's issue of Sports Illustrated: Swimsuit Edition 2016, in which "plus-size" model Ashley Graham owns one of three covers along with MMA fighter Ronda Rousey and model Hailey Clauson.

The irony of the Snickers campaign inclusion in this month's issue of the magazine is that Graham's cover photo is 100 percent au natural. She made a point to tell People earlier this week that the photo is completely untouched, saying,

They [Sports Illustrated editors] did not retouch me. They did not take out things. They didn't reshape my body in any way, shape or form.

Hats off to Snickers for making the campaign happen, and to Sports Illustrated for stepping far out of its comfort zone to recognize real and represent all women for the first time in the brand's history.

Citations: Jezebel