The iconic 2010 Super Bowl advertisement featuring Betty White for Snickers has had lasting impacts beyond enhancing her career. The ad not only reignited White’s public profile, but it also led to a remarkable 15.9% increase in Snickers’ global sales within its first year, significantly boosting the brand’s market share as well.
As the first commercial in the “You’re not you when you’re hungry” campaign, the creative team behind this memorable spot included Peter Kain, who crafted the tagline, and Gianfranco Arena, the art director. Together, they aimed to personify hunger through well-known celebrities who were seldom seen in commercials. In their brainstorming, Kain highlighted White as the standout choice from the start, citing his fondness for her role in the beloved sitcom “The Golden Girls.”
The advertisement was filmed in just one hectic day, five weeks before Super Bowl XLIV, during which the team trusted director Craig Gillespie’s expertise in visual effects to meet tight deadlines. Kain recounted that despite the chaos of production, White’s presence on set was both delightful and engaging, as she actively participated in crafting humorous lines reflective of a teenager’s persona. Her willingness to connect with the crew added a personal touch, as they shared stories about her impressive career and love for animals.
In a shift from previous styling, Snickers’ modern advertisements no longer feature celebrity appearances. Instead, the new creative direction embraces a tone of “playful meanness” that adds an edge appealing to a broad audience, allowing them to resonate more vividly with viewers.
The lasting influence of White’s advertisement can still be felt today as Snickers and BBDO New York have received recognition for their work. The Betty White ad is currently in the running for the Campaign Cup, a competition to highlight the best American advertisement of the 21st century, with voting set to close soon. This spotlight reflects not only the advertisement’s initial success but also its enduring legacy in the realm of marketing.