What made the Betty White Snickers commercial so successful?
Its relatability, humor, and Betty White's comedic performance.
Yanuki
ARTICLE DETAIL
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Advertising / Campaigns
The Enduring Appeal of Betty White's Snickers Ad
Betty White's 2010 Super Bowl Snickers commercial wasn't just a career revival; it revolutionized advertising. The ad, which launched the 'You’re not you when you’re hungry' campaign, significantly boosted Snickers' global sales and market...
Key Insights
- **Sales Surge:** The Snickers commercial led to a 15.9% increase in global sales within the first year.
- **Creative Genius:** Peter Kain and Gianfranco Arena, the creatives behind the tagline, focused on personifying hunger through relatable celebrities.
- **Betty White's Impact:** White's comedic talent and down-to-earth personality made the ad memorable and effective.
- **Lasting Influence:** Snickers continues to use 'playful meanness' and broad appeal in their ads, inspired by the White commercial.
In-Depth Analysis
The Snickers Super Bowl spot featuring Betty White marked a turning point in advertising. Peter Kain and Gianfranco Arena from BBDO New York conceptualized the 'You’re not you when you’re hungry' tagline, aiming to capture hunger's various manifestations through well-loved celebrities.
Betty White, known for her role in 'The Golden Girls,' was chosen for her widespread appeal and comedic timing. Kain recalled that White was the 'star' of one of the first scripts written for the commercial, which was filmed in a single day but required extensive preparation due to stunts like White being tackled into the mud.
Despite the chaotic environment, White impressed the team with her professionalism and humor. She readily embraced the role of a grumpy teen, delivering lines that resonated with audiences. This commercial not only revitalized White's career but also established a successful advertising formula for Snickers.
The ad's success can be attributed to several factors:
1. **Relatability:** The concept of hunger affecting one's personality is universally relatable. 2. **Humor:** Betty White's comedic performance made the ad entertaining and shareable. 3. **Broad Appeal:** The ad targeted a wide audience, avoiding niche humor that might alienate viewers.
Snickers continues to draw inspiration from this approach, focusing on 'playful meanness' and ensuring that their ads are easily understood and enjoyed by everyone.
FAQ
What was the impact on Snickers' sales?
Global sales increased by 15.9% within the first year.
What is 'playful meanness' in advertising?
A slightly edgy humor that makes the ad stand out and be more memorable.
Takeaways
- **Relatability:** Connect with your audience through universal experiences.
- **Humor:** Use humor to make your message memorable and shareable.
- **Broad Appeal:** Target a wide audience to maximize impact.
Discussion
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Sources
Disclaimer
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