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
Feb 02, 2010
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.
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.