Snickers has felt for years like a product with no real positioning, kind of wedged in a sub space around Mars. Now finally Snickers is back, with tacky but effective style.
Mr T brings the pain.
Its silly, but it uses him in the best possible way; as an iconic character rather than just a substanceless celebrity picture.
This ad also succeeds in mocking the diving footballer idea far better than the shitty Coke Zero ads. Positioning Snickers as a masculine snack is a sensible idea considering the way Mars has been pushed towards women in recent years (Including the softening of the typography on the wrapper).
I hope this campaign can continue with more original ideas, because in execution it is great.