From world-famous superstars to weekend five-a-side warriors, football matches across the globe have long struggled with the same frustrating issue: diving. Is it a lack of sportsmanship? The over-the-top theatrics? Or simply an insult to the integrity of the beautiful game? Anyone who loves football agrees—diving has gone way too far.
But at long last, Snickers has identified the real culprit behind all the on-field falling: hunger.
In a clever and humorous twist to this age-old football drama, Snickers presents a refreshingly simple solution to stop the theatrics—a Snickers bar. This is the latest chapter of the brand’s iconic and long-running “You’re Not You When You’re Hungry” campaign, this time targeting football fans and players who just don’t act like themselves when they’re hungry.
To help put an end to diving once and for all, Snickers has teamed up with none other than Aitana Bonmatí—Spanish national team star, World Cup winner, and current (two-time) Ballon d’Or holder. In this campaign, Aitana helps identify hunger-fueled behavior on the pitch and delivers a Snickers to those in need of a snack intervention.
A true purist with a sharp footballing mind, Aitana’s approach to the game is rooted in the DNA of her lifelong club, FC Barcelona—champions of “stay-on-your-feet,” tiki-taka football. That makes her the perfect spokesperson to call out the “anti-football” act of diving.
Aitana shared her thoughts on the campaign:
“This campaign felt fresh and a bit different, and I love the idea of Snickers taking a light-hearted approach to something that gets in the way of a good game of football. It was a fun one to be part of, and as someone who doesn’t support diving and believes in always showing respect for our opponents, I enjoyed being the advocate for stopping those hunger-induced fallings over.”
The campaign follows Aitana in a mockumentary-style format, as she leaves behind the spotlight of elite stadiums to visit local pitches and weekend league matches—handing out Snickers bars to players who clearly need one. The content is featured on Aitana’s social media channels and amplified through paid media.
This effort is part of Snickers’ broader strategy to connect with football fans in Europe and Central Eurasia—a key snacking occasion for its core audience. The fully integrated campaign spans paid advertising, ambassador-led content, partnerships, social media, and owned web platforms.
Fabio Ruffet, VP of Brands & Content for Europe & Central Eurasia at Mars Snacking, stated:
“This tongue-in-cheek campaign delivers our ‘You’re Not You When You’re Hungry’ message directly to football fans—one of the biggest passion points for our audience. On the pitch, diving has become a visible symptom of players feeling out of sorts, and we knew Aitana was the perfect partner to help us dig into the root of the problem. We’re proud to play a small role in what’s shaping up to be an exciting summer of football.”
Frances Draskau, Group Creative Director at T&P, added:
“As if being a two-time Ballon d’Or and World Cup winner wasn’t impressive enough, Aitana also brings a wicked sense of humor and threw herself into this Snickers campaign. Directed by Simon Neal, this hard-hitting mockumentary goes straight to the heart of one of football’s biggest dramas—players falling over due to hunger. With Aitana and Snickers, we’re proud to help solve a global issue in the most delicious way possible.”
So, next time you see a player go down a little too easily, don’t rush to judgment—maybe they’re just hungry. Hand them a Snickers. After all, you’re not you when you’re hungry.
Credits:
Agency: T&P
CCO: Andre Moreira
Executive Creative Director: Toby Allen
Group Creative Directors: Frances Draskau & Jim Stump
Creatives: Matt Deacon & Ben Fallows
Chief Strategy Officer: Oliver Egan
Strategy Lead: Alex Wrigley
Senior Strategist: Ed Davenhil
Global Client Lead: Gemma Gee
Client Lead: Laura Hazell
Senior Account Director: Francesca Lamacchi
Account Director: Megan Bradley-Cole
Senior Account Manager: Michael Trevarrow
Content Executive: Jago Bailey
Senior project Managers: Evie Ungemuth & Greg Nicholls
Head of Integrated Production: Thea Evely
Senior Producer: Charlie Thacker & Sammi Roberts
Assistant Producer: Carla Sandhu
Design Lead: Greg Fadden
Motion Graphics Lead: Ade Walker
Senior Designer: Ralph Pedersen
Designer: Phoebe Eaves
Production Company: Scenester Films
Director: Simon Neal
Executive Producer: Tim Marshall
Director of Photography: David Bird
Editor: Iain Whitewright
Offline Producer: Lottie Allister Crooke
Assistant Editor: Alice Payne
Audio & Post Production: No.8 London
Executive Producer: James Robley
Producer: Lily Delphine
Colourist: Matt Turner
Sound Engineer: Sam Robs
