Snickers ads have played host to many of the world’s most beloved eccentrics and divas, including the recently departed Aretha Franklin and (in the same 2010 ad) Liza Minnelli.
Now it’s Sir Elton John’s turn.
Perhaps the most famous singer-songwriter on Earth, John has shown he still doesn’t take himself overly seriously. In the 2017 spy romp Kingsman: The Golden Circle, John was held captive in costume by an evil, world-poisoning Julianne Moore.
Now he’s brought that same level of self-effacing camp to the advertising world, continuing Snickers’ nearly decade-long campaign of normal, hungry folks being transformed into relatively unwelcome high-profile personas.
The U.K. spot from agency AMV BBDO is packed with legitimate hip-hop talent, including Emarr Kuhomano, Monique Lawz and Femi Nylander. The rapper temporarily possessed by Elton John is U.S. artist Boogie.
John took the opportunity to praise today’s hip-hop talent, making it clear that the ad is acknowledging the well-honed skills required for a rap battle.
“Most people already know I’ve long been an advocate of hip-hop, and that’s why I wanted be a part of
this–I got to hang out with Boogie and some great hip-hop talent from the U.K. too,” John says in a statement about the ad. “Moreover, I love the direction the new Snickers ads have humorously portrayed being off your game when you’re hungry, but in a way that’s current and relevant to young people, especially considering hip-hop is one of the biggest music genres in the world today.”
Client: Mars Wrigley Confectionery
Project: “Rap Battle”
Clients: Dale Green (Global Brand Director), Matt Boulter, Matthieu Vermeire, Gemma Buggins
Creative Agency: AMV BBDO
Chief Creative Officer, Worldwide: David Lubars
ECDs: Adrian Rossi and Alex Grieve
Creative Directors: Andy Clough and Rich McGrann
Copywriter: Neil Clarke
Art Director: Jay Phillips
Agency Planners: Alaina Crystal and Elly Fenlon
Agency Account Team: Katy Talikowska, Hannah Penn, Gemma Troup, Berlin Abraham, Jean-Luc Gentilli
Agency Producer: Trish Russell, Deborah McCartney
Media Agency: Mediacom
Media Planner: Guy Walding, Rupert Beck, William Harrison
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
DOP: Lasse Frank
Production Co. Producer: Rupert Reynolds-Maclean, Kwok Yau
Offline/ film Editor Ben Campbell, Cut+Run
Post-production Company: The Mill
Business Affairs: Cate Killeen, Ashley McLeod, Jane Routledge
Audio Post-production: 750mph
Talent Management: Talent Republic (Anne Batz, Charlie Powell and Leanne Funnell)