Snickers "Not Yourself"

I first mentioned the new Snickers campaign "You're Not Yourself When You're Hungry" when it debuted on the Super Bowl this year. The first execution featured Betty White and it was one of my "picks" from the game.

The premise is that you can't perform at your best if you're hungry ... a young kid who would normally be pretty good at football starts to act like a little old lady (Betty White) because he's hungry. The campaign struck a cord with me because it really hits on a universal insight: when you're hungry (really hungry) you start to shut down and can't get things done like you normally could. I can totally relate (in fact I'm hungry right now!).

The campaign has been growing, and now there's a new execution featuring Aretha Franklin and Liza Minnelli ... being hungry makes you whiny and turns you into a diva. Love it. Again, nails the insight and entertains at the same time.

You can watch all the executions at

A great brand experience ... although it's a little one dimensional in that it's just an advertising campaign ... would have been even more impactful with other marketing elements.

What's your experience? Jim.