September 28, 2016

What is it?

Snickers created a series of commercials featuring famous actors in various scenarios to further emphasize their slogan. In this ad, which aired during the Super Bowl in 2010, a group of guys are playing tackle football. When one gets tackled, it turns out to be Betty White. The guys refer to this character as “Mike” and tease him. It’s only when he eats a snickers that he turns back into Mike.


Why it’s good

Snickers came up with a variety of commercials similar to this one where the main character is replaced with a celebrity. The reason this one works really well is the fact that it’s Betty White and it’s about football. The commercial – centered around football - first aired during the Super Bowl, so most of the audience could relate which made a great common ground for the company and the audience. Choosing Betty White as the main character was also a smart idea because audiences old and young will know who she is from the variety of roles she has played throughout her career. The product took its slogan literally in saying, “you’re not you when you’re hungry” and comes at the end, making the product the final thing the customer remembers.

Was it successful?

This commercial won the 2010 USA Today’s Ad Meter, an annual survey in the form of a live poll during the telecast of the Super Bowl. The commercial has also been viewed on YouTube hundreds of thousands of times, its content easily shareable and relatable to many people.


About the author: Wayne Harris

Wayne Harris is the President of 6AM Marketing.

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