TV still
You're Not You — Betty White
Snickers · 2010
- Agency
- BBDO
- Campaign
- You're Not You When You're Hungry
Analysis
Betty White lies on the grass during a rough football game in Snickers' Super Bowl commercial. Unexpected casting gives hunger's effect a comic form.
Identity substitutionComic casting
Why it worked
The sports setting makes the mismatch visible. The familiar celebrity lets the audience recognize the transformation immediately.
Lesson
Give an invisible customer state a visible and surprising substitute.