Snickers: 3PM Brainstorms - MICROWAVE BUTTONS

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
MICROWAVE BUTTONS :60
VO: Snickers presents “3 PM Brainstorms.” World-changing ideas, unfortunately, conceived during the hungriest time of day — like this one from May 1985.
WE HEAR A BRAINSTORM FROM THE RECENT PAST:
JANE: So, our microwave is almost ready to go into production but I think we all feel it needs more buttons, right?
KEVIN: Totally.
LISA: I agree. Ten digits, plus start? It’s simple but who likes simple?
KEVIN: Yeah, can we add a poultry button?
LISA: Should it just say chicken,though? ‘That’s what people usually cook.
JANE: But what if someone’s cooking quail or pheasant? We don’t want them to feel left out.
LISA: Good point.
KEVIN: How ‘bout a button that says “inverter partial melt”?
JANE: What would that mean?
KEVIN: I don’t know.
JANE: Well, there are no wrong ideas. Let’s do it! What else?
(IT BECOMES A FREE-FOR-ALL OF BAD SUGGESTIONS):
LISA: Oh, let’s put a soften button next to the melt button.
JANE: Good.
KEVIN: Let’s make military time the default setting.
JANE: That’s fantastic.
LISA: Let’s combine stop and potato into the same button.
JANE: Very good.
KYLE: Let’s add a button for each type of squash.
JANE: Brilliant.
LISA: How ‘bout a button with a picture of a microwave on it?
JANE: Yes! Love it. What else?
VO: Don’t brainstorm hungry — A reminder from your friends at Snickers.