Snickers' 'Eulogy' Finds the Funny Side of AI Mishaps

AI is making more of our everyday decisions and when people rely on it without thinking twice, the results can be hilariously human. From a politician accidentally reading AI-generated prompts aloud during a legislative speech to professionals sending emails with chatbot instructions still intact, AI mishaps are quickly becoming a familiar part of modern life.

Snickers' 'Eulogy' spot from BBDO New York and Good Behavior explores a similar cultural truth: as AI becomes part of everyday life, the line between human and machine is getting blurrier, and sometimes hilariously so.

In the film, a eulogist reads AI prompts verbatim during a heartfelt speech, turning a familiar AI mishap into a classic You're Not You When You're Hungry moment.

​Ashley Gill, VP, brands and content, Mars Snacking said, "Snickers has always believed that you're not you when you're hungry – and we bring that to life in new and unexpected ways. 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. Working with BBDO, we are thrilled to unveil an unmistakably Snickers story with a modern twist of the mistakes people make when they’re hungry.”

​Alex Holm, group creative director, BBDO said, "The best Snickers ideas start with a simple human truth: when you're hungry, you're not quite yourself. 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. The idea was about a person making a very human, but very hungry blunder at the worst possible time. That lead to a story that felt both timely and timeless, with the humour, heart and relatability that have always defined Snickers. We can't say we're surprised that recently life happened to imitate art."