By Audrey Kemp | Junior Reporter

October 20, 2023 | 2 min read

In a new Snickers ad, a hungry man painting a football field makes the same mistake as another man hungry who painted a football field 27 years ago.

On Thursday, Snickers released a TV commercial that older generations are likely to recognize.

The new ad, titled ‘Who are the Chefs?,’ opens with a dedicated gentleman carefully painting the lines of a football field ahead of a Kansas City Chiefs match.

As hunger takes over, the well-intentioned painter inadvertently transforms the name of the home team, the “Chiefs,” into “The Chefs.” The uproarious twist showcases how hunger can turn even the most meticulous person into a hapless rookie.

As part of this year’s Rookie Mistakes Campaign, Snickers recreated an iconic TV spot originally airing 1996.

The ad is a direct recreation of an iconic TV spot that originally aired in 1996, depicted below. It which once again features 2023 Super Bowl winners, Kansas City Chiefs, along with head coach Andy Reid.

The commercial was created with BBDO New York and marks a continuation of Snickers’ series, ‘Rookie Mistake,’ which launched in 2021. The spot will be running on TV, streaming, digital and social channels later this month.

Snickers also tapped Steelers’ TJ Watt and the 49ers’ Deebo Samuel to create digital shorts in support of the campaign.


Agency: BBDO New York

Production company: World War Seven

Editorial: MackCut

Finishing: Schmigital

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