The Date - Snickers | Clapboard Ad Archive

Snickers’ 2019 French campaign The Date, created by BBDO and CLM BBDO, leverages the confectionery and snacks category to position Snickers ice cream bars as the ultimate summer refreshment through a narrative that centers on a universally relatable teenage milestone: the nerve-wracking first date and the anticipation of a first kiss. This film deftly captures the emotional tension and vulnerability of youthful romance, using it as the backdrop against which the product’s core benefit—deep, satisfying indulgence—emerges as the true narrative catalyst. What Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story—frames the Snickers ice cream bar not merely as a treat but as the pivotal experience that outshines and redefines the emotional stakes of the moment. By juxtaposing the fleeting excitement of a first kiss with the enduring satisfaction of the ice cream, the campaign elevates the product to a symbol of ultimate gratification that transcends typical snack advertising. This storytelling approach enhances brand relevance by embedding Snickers ice cream bars into a culturally resonant moment of youthful nostalgia, thereby strengthening emotional engagement and consumer desire during peak consumption season. The film’s polished, cinematic execution allows for nuanced emotional cues and sensory appeal, reinforcing the communication promise that nothing satisfies more than a Snickers ice cream. The campaign earns 63/100 in Clapboard’s global creative archive. The Date matters to the industry because it demonstrates how confectionery brands can deepen consumer connection by linking product benefits directly to meaningful personal experiences, thereby moving beyond functional messaging to create culturally resonant storytelling that drives both brand affinity and category growth.