Snickers and Roseanne Barr were hoping lightning might strike twice for this ad. In Snickers' hit Super Bowl ad the year before, created like this one by BBDO New York, Betty White got tackled, boosting both the brand and White’s career ("Game"). In fact, she was nominated for a SAG award the week before the new ad aired.
This time, Roseanne took the hit, starring with Richard Lewis who plays a whiny lumberjack before getting his Snickers. Barr’s complaining at the end of the spot gets her flattened by a giant log on a crane. But the encore wasn’t as successful as the predecessor or later executions of the "You're Not You When You're Hungry" campaign, such as Snickers' 2015 Super Bowl installment "Very Brady."
Lewis would be back in the Super Bowl with Hyundai in 2014 ("Nice").
QUARTER AIRED: Q2