Best of the Decade: Snickers turned hunger into a fertile, funny brand platform

'You're not you when your hungry' tagline propelled brand through the years

Published On
Feb 02, 2010

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

Sometimes, a great tagline is all the fuel a brand needs to keep going—especially when you’re hungry. Snickers’ “You’re Not You When You’re Hungry” from BBDO New York entertained us throughout the entire decade, with laugh-out-loud spots starring Betty White, Danny Trejo and more as well as more innovative media plays like a banner ad that offered starving consumers one Snickers bar for the price of two and a live Big Game spot starring Adam Driver.  

Original Story

Today, Hollywood lost one of its finest character actors, Abe Vigoda. He was best known for his role as gangster Tessio in "The Godfather" and Detective Phil Fish on ABC's classic police sitcom "Barney Miller," but he also earned fame for being mistaken for dead -- multiple times in the media. The faux pas became a running joke he participated in enthusiastically during gags on late night TV and in other appearances.

He was a standout funnyman in advertising as well with his hilarious performance in Snickers' Super Bowl XLIV spot. From the "You're Not You When You're Hungry" campaign, the ad is perhaps best known for featuring actress Betty White in an unexpectedly beefy role, but it's Mr. Vigoda's cameo in the end that punctuates the gag perfectly.

 

Credits

Date
Feb 03, 2010
Brand:
Snickers
Client:
Snickers
Agency:
BBDO-New York
Audio Producer:
Sound Lounge
Chief Creative Officer:
David Lubars
Creative Director:
Gianfranco Arena
Creative Director:
Peter Kain
Executive Producer:
Amy Wertheimer
Production Company:
MJZ
Director:
Craig Gillespie
Executive Producer:
David Zander
Executive Producer:
Lisa Margulis
Producer:
Martha Davis
Visual Effects:
Mass Market
Executive Producer:
Justin Lane
Executive Producer:
Angela Bowen
Visual Effects Producer:
Kyle Wright
2D Lead:
Nick Tanner
2D Lead:
Todd Sarsfield
2D Team:
Joanne Unger
2D Team:
Mark French
2D Team:
Anu Nagaraj
2D Team:
Adam Flynn
Editorial:
Mackenzie Cutler
Editor:
Ian Mackenzie
Executive Producer:
Melissa Miller
Producer Assistant:
Mona Salma
Colorist:
Tim Masick, CO3
Mixer:
Tom Jucarone
Art Director:
Gianfranco Arena
Copywriter:
Peter Kain

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Project Type