Snickers surprised and delighted Super Bowl viewers last year with Betty White getting flattened on a football field in the “You’re Not You When You’re Hungry” campaign from BBDO New York. This year, Richard Lewis and Roseanne Barr will carry the message for the Mars candy brand in a commercial called “Logging” that will air during the third quarter.
Details on the setting have not yet been revealed, but the campaign, which kicked off on the Super Bowl last year, so far has featured the celebrities acting as the person who is weak, grumpy or unbearable because they are hungry.
“The Super Bowl ranks as the world’s greatest marketing stage, so it’s important [that] our newest ‘You’re Not You When You’re Hungry’ Snickers spot has a starring role this year,” said Debra A. Sandler, chief consumer officer at Mars Chocolate North America. "We think the addition of Richard Lewis and Roseanne Barr to this iconic campaign will satisfy Super Bowl ad fans’ appetites for a laugh this year.”
How satisfied Super Bowl viewers will be by Snickers this year remains to be seen, but it’ll be tough to beat last year’s performance. The spot, which had White playing alongside Abe Vigoda on the field, topped the USA Today Ad Meter.
White’s Super Bowl appearance helped reinvigorate the 89-year-old legend’s career and introduced her to a younger audience. So much so that fans launched a Facebook campaign to get her onto Saturday Night Live. White hosted the NBC show in May.
This year’s campaign will also include a series of print and digital ads that will feature Lewis and Barr. And Lewis will star in a “bonus interactive experience” on YouTube that will launch with the TV ad, said the company.