Marketing Moment chosen by John Osborn, president and CEO, BBDO New York
In 2010, Snickers unveiled its “You’re Not You When You’re Hungry” campaign during Super Bowl XLIV with a spot starring Betty White. Six years later, the campaign is still running and the “You’re Not You When You’re Hungry” catchphrase has become one of the most recognizable brand slogans of today.
The initial spot starring White shows the actress playing a game of football with a group of young men who are obviously frustrated with her lack of athletic skills. When one of her teammates asks why she’s “playing like Betty White out there,” viewers realize that she’s not playing herself after all – she’s actually playing a guy named Mike’s hungry alter ego. When Mike’s girlfriend runs over to White and hands her a Snickers bar, White is transformed back into Mike and the game resumes.
The ad was considered one of the best Super Bowl commercials that year and ended up topping USA Today’s Super Bowl Ad Meter. Since 2010, the campaign has expanded to more than 80 countries and has kept viewers laughing with a number of clever spots, with one of the most memorable ones being the brand’s Super Bowl 2015 commercial featuring Danny Trejo as a hungry Marcia Brady.