This most recent Snickers commercial, a creation by Erica's very own boys and girls at BBDO (New York), certainly displayed elements of a unique and creative campaign spot. (Watch the commercial first, then read my 'evaluation') http://adsoftheworld.com/media/tv/snickers_betty_white
First of all, the ad struck my fancy from a humour point of view. It wasn't laugh your ass off kind of funny by any means, but it most definitely put a smile on my face. The dialogue was bang on, the characters fit the profiles to the tee, and the message couldn't have been more clear and concise. From what I have seen, they're wasn't any obvious cliches, nor cheesy lines, nor mixed messages. Overall, it was an intriguing enough spot for me to choose it as my first blog entry.
Its exaggerated demonstrative way of how Snickers satisfies your hunger was well executed. As everyone these days is looking for ways to stay energized, satisfied and ready to go at all times - the spot is saying that Snickers is the source to get it from. Snickers positioning themselves as more than just a great tasting chocolate bar, but as an indulgence that satisfies your drained body, is surely a stride towards a competitive advantage in the confectionary snacks category. Snickers is actually notorious for these "indulge" type of ads as their prior campaign was the "Hungry? Grab a Snickers." Anyways, the humour in the ad appeals to all demographics as well. Hence, the Betty White cameo was pretty genius and relates to the older demographics who have seen her in Golden Girls. Although a younger demo may have been totally oblivious to who the funny old lady was, at least her impact was completely positive on the commercial. Cudos to the talent at BBDO because this commercial was a success for me.
