Snickers' "Satisfectellent" Ad Campaign

From New York to Los Angeles, all across the country, you've been seeing those simple, inexplicable ads for Snickers chocolate bars. The ads show the easily recognizable and identifiable brand-logo treatment that's on every Snickers wrapper. Except that when you see these ads, instead of the Snickers name there's some other word, a made mashup of a word that 's supposed to amuse you with its cleverness and make you think about Snickers. The words are "Satisfectellent," "Hungerectomy," "Substantialicious," "Nougatocity," and "Peanutopolis." They're not defined in the ads, but you know what they mean. In a review of the ads, an advertising creative director named Thomas Sherman dissects the campaign and reveals Snickers astonishing falure to capitalize fully on the ad concept. To put in Snickers' terms, while the idea behind the might be satifectellent, it isn't substantialiscious.

Posted by Thurston Ali at July 25, 2006 12:38 AM