In Confessions, the latest work for Snickers’ famous You’re Not You when You’re Hungry platform, our three radio ads explore new territory, shifting the creative lens onto apologies instead of hunger prevention. To support the relaunch in stores nationwide of Hunger Bars, Snickers bars emblazoned with hunger traits such as ‘grouchy’, ‘drama mama’ and ‘mardy bum’.

Our Confessions open with wobbly, lamenting music playing as though through an old gramophone. Various unfortunate characters apologetically and ashamedly reveal the gaffes they’ve committed when hungry. From Ikea on a Sunday, to daughters called Kumquat, the admissions become increasingly ridiculous, all backed by music so tragic you can’t help but chuckle and forgive.

The edits end with a brand VO outlining the availability of limited edition Snickers Hunger Bars that fit your hungry mood, driving conversion in-store.