Snickers - "Retoucher" for Sports Illustrated swimsuit issue inspired by photoshop disasters

Snickers decided to rip a page from "photoshop disasters" in their fresh ads for Sports Illustrated Swimsuit issue - front and back covers. Last year Snickers created a "Medusa inside cover on Sports Illustrated, which we almost wanted to badland, since it reminded us of Super Models with cable instead of DirecTV.

The photoshop disasters prove that even retouchers aren't themselves when they're hungry, a cute touch is the navel which has been placed bizarrely right underneath the top. Forgotten hands and handbag handles we've actually seen before, so now why know why these things happen! The ad in the back of the issue shows what happens when the wind machine guy gets distracted because he's hungry. It's not pretty.

Client: Snickers
Titles: "Retoucher" and "Wind Machine"
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Office, New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Art Director: Florian MARQUARDT
Senior Copywriter: Rodrigo Linhares
Executive Art Producer: Betsy Jablow
Project Producer: Albert Hajduk
Print Producer: Len Rappaport
Global Account Director: Susannah Keller
Account Director: Josh Steinman
Account Manager: Nick Robbins
Planner: Alaina Crystal
Photographer: Vincent Dixon

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Anonymous Adgrunt's picture
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Anders's picture

This is really lazy. They just borrowed the idea from Photoshop disasters.