Betty White’s Snickers Ad Revolutionizes Super Bowl Commercials

LOS ANGELES, CA — The Snickers Super Bowl commercial featuring Betty White in 2010 marked a significant shift in advertising. The spot, known for its clever tagline, “You’re not you when you’re hungry,” not only showcased White’s comedic talent but also boosted Snickers’ global sales by a notable percentage in its first year.

The ad was the brainchild of Peter Kain and Gianfranco Arena, who worked on the campaign for Snickers. Kain stated that they aimed to represent the theme of hunger through familiar faces that audiences loved but wouldn’t expect in a commercial. “We thought that hunger was one good place to go,” Kain explained, noting the idea of personifying different symptoms of hunger.

White was an early favorite to lead the campaign, with Kain recalling his admiration for her role in the classic sitcom, “The Golden Girls.” “I always loved The Golden Girls,” he said. “I feel like it’s one of the best-written shows ever.”

The shooting took place just five weeks before Super Bowl XLIV and lasted only one day. Kain described the atmosphere on set as “total chaos,” yet expressed trust in director Craig Gillespie’s experience to deliver the spot on time.

“[Gillespie] has a lot of experience doing visual effects and stunts, and so we trusted that he would pull this off in time,” Kain added. White was actively involved in the process, testing various lines to ensure they resonated humorously.

“She was awesome,” Kain said, emphasizing how well White adapted to portray a teenage boy’s mannerisms. “Even her posture of just looking like an exasperated dude helped, too.” Despite the day being filled with setup pauses, Kain noted that White interacted with the crew instead of retreating to her trailer.

“She sat with us all day,” he said. “We got to talk about her career and her love of animals.” Kain described White as an amazing comic actor who was very down-to-earth, making the experience enjoyable for everyone involved.

Since White’s ad, Snickers has shifted its focus away from celebrity appearances, leaning into a style of “playful meanness” in its recent commercials. Kain believes that this approach sets the brand apart from other consumer goods advertisements. “That’s what makes it stand out, and that’s what makes people remember,” he explained.

The Betty White spot remains influential in shaping Snickers’ advertising strategy. “Don’t be so niche that you’re only talking to one audience,” Kain advised, underscoring the goal of approachable humor. Snickers and BBDO New York’s memorable ad is currently competing in the Campaign Cup, a contest to find the best American advertisement of the 21st century. Voting will conclude on Wednesday, May 14.