Diving has long divided football fans. Some see it as cynical, others as part of the game. But now, a new campaign from Snickers is reframing the debate with a simple, tongue-in-cheek diagnosis: maybe the players aren’t cheating—maybe they’re just hungry.
In its latest "You’re Not You When You’re Hungry" chapter, Snickers tackles the theatrical falls that frustrate players and spectators alike. And leading the charge is none other than Spain’s Aitana Bonmatí, two-time Ballon d’Or winner and World Cup champion, who knows a thing or two about integrity on the pitch.
Far from the bright lights of international stadiums, Bonmatí stars in a mockumentary-style campaign that sees her visiting grassroots pitches across Europe. Her mission? Handing out Snickers bars to players caught exaggerating contact, in an effort to “restore balance to the game.”
“I’ve always believed in staying on your feet and respecting your opponent,” Bonmatí says. “This campaign felt playful and clever. It’s a fun way to highlight something that can really ruin the rhythm and spirit of a match.”
The initiative leans on her reputation not just as one of the world’s most technically gifted players, but also as a symbol of footballing purity—raised in the academy of FC Barcelona, a club that built its legacy on possession, teamwork and minimal drama. Bonmatí’s involvement gives the campaign both star power and credibility.
Behind the humour lies a sharp strategic move. Snickers, owned by Mars, is targeting football fans across Europe and Central Eurasia—regions where the sport isn’t just popular but deeply woven into cultural identity. The campaign spans social media, paid content, and Snickers’ own digital platforms.
Fabio Ruffet, VP of Brands and Content for Mars in Europe and Central Eurasia, sees it as a perfect fit:
“Football brings people together, and diving has become one of those universally frustrating behaviours. We saw an opportunity to address it with a wink—and Aitana brought the exact mix of charisma and honesty the campaign needed.”
Creative agency T&Pm led the concept, directed by Simon Neal, and embraced the absurdity with cinematic flair. The result is a satirical yet oddly relatable portrait of football’s most persistent drama. “We didn’t want to lecture anyone,” says Frances Draskau, Group Creative Director at T&Pm. “Aitana was game for something different. She brought authenticity and a fantastic sense of humour. In the end, we’re poking fun at a real issue—but doing it in a way that only Snickers could pull off.”
The campaign adds another chapter to the ever-growing library of brand collaborations between athletes and snack foods—but this time with a more pointed message. Because in the end, whether you’re chasing a title or a weekend hat-trick, one truth remains: you're not yourself when you’re hungry.
