THE ATE-TRAIN IS RUNNING LATE

So TBWA/Chiat Day has decided to evolve the Snickers campaign into a series of made-up words that resemble the logo of the product. While it's nice to see OOH advertisements that do not have 100+ words of body copy or layouts that were done in Powerpoint, the concept here is very weak. The brief probably went a little something like this: Objective: Remind people that Snickers exists and is a food. Strategy: Hunger-related words that look like the snickers logo. Target: A1-120. The minimalist look -- recently employed by pepsi's OOOPTIMISM campaign -- is completely nice and breaks through in media space that is otherwise littered by fifth tier colleges and mta safety announcements. But the idea? The concept? Come on now. "Transfer to the ATE-TRAIN" "HUNGERECTOMY" -- there is nothing here. It's like the eyes are open, but the brain is closed.