Snickers: 3PM Brainstorms - CREDIT CARD CHIP READER

Credits & Description:

Brand MARS
Entrant BBDO NEW YORK
BBDO NEW YORK New York, USA Entrant Company
BBDO NEW YORK New York, USA Idea Creation
IHEARTMEDIA New York, USA Production
IHEARTMEDIA New York, USA Media Placement
David Lubars BBDO Worldwide Chief Creative Officer
Greg Hahn BBDO New York Chief Creative Officer
Peter Kain BBDO New York Executive Creative Director
Gianfranco Arena BBDO New York Executive Creative Director
Dan Oliva BBDO New York Creative Director/ Art Director
Scott Mahoney BBDO New York Creative Director/ Copywriter
David Rolfe BBDO New York Director of Integrated Production
Chris Cassar BBDO New York Senior Producer
Kirsten Flanik BBDO New York Account Team
Susannah Keller BBDO New York Account Team
Lisa Piliguian BBDO New York Account Team
Tani Corbacho BBDO New York Account Team
Blake Maraoui BBDO New York Account Team
Danee Fields BBDO New York Account Team
Alex Marsh BBDO New York Head of Partnerships
Tyler Harris BBDO New York Partnerships Director
Amy Orgel BBDO New York Senior Project Manager
Ricky Roo iHeartMedia Engineer

Entry Summary
More than almost any other technological advance in recent times, the introduction of technology in public bathrooms has made the user experience worse than ever before. Not only are these hi-tech innovations unreliable but features like auto-flush, auto-sinks, and various hand-dryer designs have been shown, in some instances, to waste resources and be less hygienic than the old standard.
Brief Explanation
It’s June 1992. We hear a group people in an office having a brainstorm session at 3 PM — the hungriest time of the day. They end up talking themselves into a historically bad idea that will end up forever changing the way airport bathrooms function — giving birth to the maddeningly automated and often malfunctioning airport bathrooms we live with today. The VO from Snickers at the end reminds people not to brainstorm hungry.

Script (English)
3 PM BRAINSTORMS
CREDIT CARD CHIP READER :60
VO: Snickers presents “3 PM Brainstorms.” World-changing ideas, unfortunately conceived during the hungriest time of day — like this one from April 2015.
WE HEAR A BRAINSTORM FROM THE RECENT PAST:
Daryl: I think we should improve credit cards — make them even more convenient.
Jeff: What if we put a chip in most cards — not all — and instead of handing over your card, we’ll just have this unmarked slot that you have to put it in.
Sam: So no more swiping?
Jeff: Well, sometimes you’ll still swipe.
Daryl: How will people know whether to swipe or insert the chip?
Jeff: Whichever way they do first, we’ll just say that’s wrong.
Daryl: OK, OK. Now these chips… they’ll be read instantly?
Jeff: Well, you’ll have to guess how far to push it in before it really registers--
Sam: Physical challenge… smart.
Jeff: --But after that, I think it should take 25 seconds or so.
Sam: So it’s not a time saver?
Jeff: No, it’s about convenience.
Daryl: Okay…
Sam: And we’ll announce this massive change to everyone?
Jeff: You know what? I think it will be more fun for people to figure it out on their own.
Sam: Mmm, people love to be challenged.
Jeff: And we should also make it so you have to tip on everything.
Sam: I don’t see why not.
Jeff: I think we’re on to something here.
Daryl: Let’s make it happen.
VO: Don’t brainstorm hungry — A reminder from your friends at Snickers.