The former England footballer, Peter Beardsley, is capitalising on
his reputation as one of soccer’s less chiselled players in a new press
ad for Snickers.
The ad, by Abbott Mead Vickers BBDO, is the latest in a series for the
Mars chocolate bar featuring football stars taking the mickey out of
It will run in tandem with a commercial showing the TV presenter, Andy
Gray, boring the England World Cup squad with his commentary.
The press ad shows a grinning Beardsley waiting in a studio as a make-up
artist hovers over him with a blusher brush. The look on her face
suggests that her task could take quite some time.
The headline underneath the image says: ’Not going anywhere for a while?
Grab a Snickers.’ It ends with a line that encapsulates the campaign’s
theme: ’Hungry? Why wait?’
The ad was written by David Sullivan, art directed by Simon McQueen and
photographed by Malcolm Venville. It will run in football titles and
men’s magazines such as Loaded and Maxim from this week through to
A second execution featuring another well-known player is in
Sue Garrard, board account director on the business, said the ad
continued the strategy begun by the television work that positioned
Snickers as the ideal snack food when a meal is out of the question.
She added that the campaign’s comic twist was designed to cut through
the clutter of celebrity soccer ads. ’It’s so in vogue to use
footballers in the run-up to the World Cup that you have to be careful
how you use them.’