José Mourinho returns in the latest episode of Snickers’ iconic ‘You’re Not Yourself When You’re Hungry’ campaign

In the latest chapter of its long-running global campaign “When you’re hungry, you’re not yourself,” José appears as a hungry Viking leader who, instead of leading his team like a brutal warrior, begins to use modern football tactics. The Viking warriors are confused by their leader’s strange style: he demands patience and composure, and draws complex formations on a whiteboard. Luckily, one of the Vikings has a Snickers, which he quickly hands to the leader – and José is transformed back into a well-fed, confident Viking warlord.

The special atmosphere of the campaign was enhanced not only by José Mourinho’s character, but also by the creative team, led by BAFTA-winning director Shannon Murphy (Babyteeth, BBC: Dope Girls). The ad features numerous references to the ‘Special One’s moves, such as the iconic tactical switch from a 4-5-1 formation – after a red card – to a team full of superstars named ‘Bjørn’, such as ‘Bjørnaldo’.

“What’s really special about Snickers is that we have a platform that is completely Snickers in its simplicity. Everyone knows and loves the message ‘When you’re hungry you’re not yourself’, so we’re excited to bring that essence back with our new creative. And who better to portray it than the ‘Special One’ himself?”

– said Fabio Ruffet, Vice President of Brand Management and Content for Mars Snacking Europe and Central Eurasia.