BBDO isn’t doing a Snickers Super Bowl commercial this year, David Lubars, chief creative officer at BBDO, said in an interview. But Lubars says there is plenty to look forward to in the next year, noting that the campaign is “stretchy and bendy enough to go where the world needs it to go.”
The agency had planned to pay tribute to White for her 100th birthday on Jan. 17 much like the rest of the world, but since her death last week it has had to change its plans. The Omnicom Group shop is set to celebrate her “in a new way” but declined to discuss details.
The campaign’s kickoff
It all started when Lubars teamed up with creatives Peter Kane, Gianfranco Arena and producer Amy Wertheimer with the goal of making Snickers a classic American brand like baseball or Levi jeans. That’s when Kane and Arena came up with the “You’re not you when you’re hungry” line.
“That just goes to the core of humanity,” Lubars said. “You act cranky—you’re a diva or whatever when you’re hungry.”
But the Betty White spot almost didn’t make the Super Bowl. The agency initially filmed two different commercials: One featured White and the other, with a different execution, starred Aretha Franklin. Originally the agency planned to use the Franklin commercial during the Big Game but ultimately went with White because it featured football.