• by Karlene Lukovitz  @KLmarketdaily, September 7, 2017

Two ads featuring Snickers’s new NFL-themed Hunger Bars will make their national television debut during the season’s first faceoff between Kansas City and New England, on Sept. 7.

The bars and ads are part of a football-season extension of the brand’s seemingly ubiquitous “Who Are You When You’re Hungry?” campaign, from BBDO New York. The extension’s tagline is “Grab a Snickers and Get Back on Your Game.”

The Hunger Bars, available through the NFL season, feature 27 different wrappers on which the Snickers logo is replaced with words describing what can happen on the football field when a player is hungry, including “benched,” “defensive,” “intercepted,” “penalized,” “sidelined,” “sacked” and “winded.” 

The ads are humorous takes on the theme from the standpoint of fantasy football fans.

In one, a guy who has mixed up two very different kinds of “fantasy nights” on his schedule shows up at a fantasy football party dressed as a centaur (above). 

In the other (below), a guy subjects his fantasy football buddies to his number one personal fantasy about starting a whole new life before realizing that they’re just asking for his top fantasy football player pick. 

The Snickers brand is part of Mars North America’s long-running NFL sponsorship.