Buffalo Bills quarterback Josh Allen is more than just a game-day star this season — he’s also the face of Snickers’ latest You’re Not You When You’re Hungry campaign, serving up some lighthearted moments on and off the field.
The new spots, created by BBDO, for both Snickers and Snickers Ice Cream, take the brand’s iconic hunger-distraction premise and put Allen front and center. In Bedtime, a father’s storytime veers wildly when Josh Allen suddenly appears, lounging in a racecar bed, teddy bear in tow.
In Construction, a dazed worker snaps out of his funk after Allen offers him a Snickers Ice Cream, reminding him there’s life beyond stressing about the Bills’ next game.
Shorter cuts keep the gag going, showing Allen fumbling lines or forgetting sponsors until a Snickers steps in to restore focus. It’s all part of a broad NFL-season push running across TV, streaming, social media, and programmatic channels through February 2026, with Snickers Ice Cream taking the field on September 8.
Allen’s partnership with the brand started earlier this year, when his image graced limited-edition Snickers and Snickers Ice Cream packaging. “I’ve always been a fan of Snickers,” Allen said at the time. “Whether you’re taking the field or taking your fantasy lineup to victory, Snickers has your back when hunger strikes.”
It’s a clever play for both sides: keep Josh Allen in fans’ sightlines all season, make him part of a running joke, and cement Snickers as the quick fix for any mental fumble — whether that’s in the middle of a fourth-quarter drive or when you’re suddenly imagining an NFL quarterback popping up in your living room with a candy bar.
Lexi Carson covers the buzziest campaigns, brand beefs, and streaming shake-ups. She’s known for her razor-sharp takes, obsession with 90s ad jingles, and a red bob that’s never once missed a deadline.
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