Sexy chest of drawers

The annual special issue of Sports Illustrated has been back in American newsstands since Tuesday: The Swimsuit Issue. The highly acclaimed issue, eagerly awaited by numerous readers, shows models, sportswomen and athletes in swimwear. This year, Kate Upton graces the cover - and in different versions. "Special Collector's Cover" means that true connoisseurs buy the magazine three times.

Snickers has also long since discovered its love for the coveted special edition. Two years ago, the chocolate bar manufacturer bought the last page of the magazine for the first time and designed an alternative cover as part of its "You're not you when you're hungry" campaign. "Sports Illustrated" became "Super Irritated" - the Snickers cover showed a hungry, irritated model in the shape of the Greek goddess Medusa.

In 2016, Snickers pulled off another coup with BBDO New York and the Photoshop disaster: the back was adorned with a more or less poorly photoshopped model who fell victim to retouchers who were unable to concentrate due to hunger (Werbewoche.ch reported). The inside showed the result of hungry wind machine operators at photo shoots.

For the new 2017 issue, which has just been published, Snickers has once again teamed up with the New York agency to fill the regular space in the magazine. This time, the editors are going crazy because they are hungry and can no longer think clearly. So in BBDO's imagination, probably the last two magazines to launch a swimsuit issue are launching a swimsuit issue: American Antiques and Small Pets monthly. Confused and crazy - poor things. Immediately a Snickers. Unless you have to show swimwear yourself. (hae)

Images: Adweek.com; Sportsillustrated.com