Reel Ad of the Week

Snickers’ ‘Eulogy’ finds the funny side of AI mishaps

By Reel Chicago
August 3, 2026

(Courtesy of BBDO)

AI may be changing the way people work, communicate and make everyday decisions, but it has also introduced a new category of very public embarrassment. Snickers taps into that cultural reality with “Eulogy,” a new spot from BBDO and Good Behavior that transforms an all-too-familiar AI mistake into a deeply uncomfortable funeral moment.

The film follows a eulogist delivering what should be a heartfelt tribute. Instead, he begins reading the AI-generated instructions embedded in the speech word for word, turning an emotional remembrance into an unmistakable “You’re Not You When You’re Hungry” disaster.

The concept reflects the growing number of real-world incidents in which people have copied AI-generated text without removing prompts, formatting notes or chatbot instructions. In “Eulogy,” that increasingly recognizable mistake lands at the worst possible time. Watch below:

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“Snickers has always believed that you’re not you when you’re hungry, and we bring that to life in new and unexpected ways,” said Ashley Gill, vice president of brands and content at Mars Snacking. “With ‘Eulogy,’ we saw an opportunity to bring our iconic platform into a very relatable setting to showcase how one hungry decision can quickly turn into a very awkward, albeit public mistake.”

Gill added that the collaboration with BBDO allowed the brand to tell “an unmistakably Snickers story with a modern twist” built around the kinds of errors people increasingly make while using AI.

For BBDO, the idea began with the long-running campaign’s central human truth. “The best Snickers ideas start with a simple human truth: when you’re hungry, you’re not quite yourself,” said Alex Holm, group creative director at BBDO.

“We wanted to explore what that looks like in a world where people are increasingly turning to technology to help them navigate just about everything.”

Holm said the team focused on creating a mistake that felt recognizably human while using technology as the setup. “The idea was about a person making a very human, but very hungry blunder at the worst possible time,” he said. “That led to a story that felt both timely and timeless, with the humor, heart and relatability that have always defined Snickers.”

He added, “We can’t say we’re surprised that recently life happened to imitate art.”

“Eulogy” continues Snickers’ long-running effort to place its familiar hunger-driven transformation idea inside contemporary situations. This time, the brand finds comedy in a simple warning for the AI era: always read the prompt before reading it aloud.

CREDITS:

BRAND: Mars Wrigley