Halftime Hunger

What happens when hunger hits hard? Buffalo Bills quarterback Josh Allen starts popping up in the most unexpected places.What happens when hunger hits hard? Buffalo Bills quarterback Josh Allen starts popping up in the most unexpected places.

SNICKERS and SNICKERS ICE CREAM have teamed up with star quarterback Josh Allen to tackle fans’ halftime hunger because, for NFL fans, halftime isn’t just a point in time; it’s a crucial turning point where you either refuel and reset, or risk letting hunger take over. The humorous spots explore how hunger can throw everyday moments completely off track — leading to serious distraction and a warped sense of reality.

“Bedtime” (SNICKERS): Everyday moments can quickly go off the rails when hunger takes over, causing distraction. In the first commercial, a hungry dad reading his son a bedtime story suddenly imagines Josh Allen as his son in a racecar bed “Construction”

(SNICKERS ICE CREAM): In this spot, a construction worker loses focus and hallucinates Josh Allen as his coworker on a construction site. Luckily, in both scenarios, SNICKERS is there to bring them back to reality and help them stay focused in these turning point moments. The campaign also features a series of quick-hit :15 and :06 cuts, where even Josh Allen isn’t immune, fumbling lines and forgetting sponsors until he gets his SNICKERS fix. Whether it’s an everyday moment or a high-stakes NFL play, the message is clear: you’re distracted when you’re hungry. SNICKERS spots will run across TV, FEP platforms (streaming and digital), social media, and programmatic channels starting August 11 through the end of the NFL season (Feb 2026). SNICKERS Ice Cream spots will air across FEP platforms, social media, and programmatic channels, starting September 8 through the end of the NFL season (Feb 2026).

SNICKERS and SNICKERS Ice Cream have teamed up with the star quarterback to tackle fans’ halftime hunger because, for NFL fans, halftime isn’t just a point in time; it’s a crucial turning point where you either refuel and reset or risk letting hunger take over. The humorous spots show how hunger can derail everyday moments, leading to serious distraction and a warped sense of reality.

“Bedtime” (SNICKERS): A hungry dad reading his son a bedtime story suddenly imagines Josh Allen as his son in a racecar bed.

“Construction” (SNICKERS Ice Cream): A construction worker loses focus and hallucinates Josh Allen as his coworker on site.

In both scenarios, SNICKERS is there to bring them back to reality and keep them focused during these turning point moments.

The campaign also includes a series of :15 and :06 quick cuts where even Josh Allen isn’t immune — fumbling lines and forgetting sponsors until he gets his SNICKERS fix. Whether it’s an everyday moment or a high-stakes NFL play, the message stays the same: you’re distracted when you’re hungry.

SNICKERS spots will run across TV, FEP platforms, social media, and programmatic channels from August 11 through the end of the NFL season (Feb 2026). SNICKERS Ice Cream spots will air across FEP platforms, social media, and programmatic channels from September 8 through the end of the NFL season.