the hunger bears
You know that feeling when you’re in a quiet, crowded space and suddenly, your stomach starts growling? You struggle to overcome the hunger, willing your belly to shush, already, as the embarrassment rises.
Alone, it’s a battle you can’t win. With a Snickers handy? Problem solved.
In this :30 second spot, the Hunger Bears battle is a metaphor for the unnecessary inner turmoil you experience. Also, we just really want to see bears do parkour.
Setting: typical library. We pan across a still, silent room, filled with people reading and working.
We cut to the protagonist, studying. Her stomach growls, breaking the silence. As she glances around uncomfortably, it growls again and again—louder, longer and more bear-like each time. Despite her embarrassment, no one seems to notice.
As the noise crescendos, the growling Hunger Bears burst through the wall, channeling the energy of the 90s Kool-Aid Man.
Immediately, the Hunger Bears attack. Cue absurd fight sequence with mixed-martial arts, parkour and matrix-style moves.
Full use is made of the space: leaping from shelf to shelf, running on tables, dodging books.
Soon, the library is wrecked. Fellow library-goers remain oblivious and continue working undisturbed, despite the chaos around them.
Though she holds her own, it seems as though the bears may win—until she spots a Snickers bar and makes a run for it.
With one bite, the bears disappear and the space goes back to normal. Satisfied and relieved, she settles into her chair with a smile.
Final shot featuring campaign tagline. Additional iterations: think movie theater, wedding vows or board meeting.
AD/CW: Jules Masson