Game ("Betty White")
Snickers2010
Game, better known as “Betty White”, is a 2010 30-second television commercial for Snickers, created by BBDO, New York.
The line
You're not you when you're hungry.
Why it works
The spot that launched one of the most durable creative platforms in modern advertising. An 88-year-old Betty White gets flattened in a muddy pickup football game — because, as the ad reveals, hungry men turn into divas — and a Snickers turns her back into a young man. Aired at Super Bowl XLIV in 2010, it introduced "You're not you when you're hungry," a line elastic enough to run globally for over a decade with any celebrity in any market. It is studied for platform thinking (a mechanic, not a one-off joke), for reviving Betty White's career overnight, and as proof that casting against expectation is the fastest route to Super Bowl fame.
Techniques
- Humour Casts an elderly Betty White as a hungry footballer flattened in a muddy game, a joke that dramatises how hunger turns you into someone else.
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