Snickers and advertising agency BBDO are playing up their “You’re Not You When You’re Hungry” campaign with a new online advertisement. A banner appears while users are browsing the web and asks them to click through for the ridiculous offer to “Get one for the price of two!”

Once you click the advertisement, a video appears from a life coach, asking if you’re OK and why you’d be interested in such an offer. The reason, of course, is that you’re too hungry to think straight.

To apologise for making users feel self-doubt and shame, the kindly interventionist offers you a slightly better deal: $1 off when you buy two Snickers bars.

The mischievous banner idea is similar to a 2017 IKEA campaign that asked users if they really meant to click the advertisement – or if you accidentally brushed it with their too-fat thumb.

It also taps into the Snickers brand’s laddish tone – it’s a real “gotcha” moment.