My Most Immortal Ad: Jessica Giles on Snickers' 'You're Not You When You're Hungry'
The Immortal Awards juror and FCB Inferno associate creative director on the long-running campaign out of BBDO New York
There are less than three weeks to go until this year's Immortal Awards deadline. In the build up to the Friday 10th September cut off, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.
Jessica Giles, associate creative director at FCB Inferno, opts for longevity today, selecting a long-running, far-reaching campaign for Snickers that came out of BBDO New York over a decade ago.
The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.
Snickers 'You're Not You When You're Hungry' (2010)
The You’re Not You When You’re Hungry campaign for Snickers is immortal for just how incredibly simple and universal it is.
As someone who completely relates to getting hangry, I love how it uses humour to bring that insight to life in a memorable way. From the first hilarious and surprising ad with Betty White, the campaign shows that it works using celebrities, but it also works with regular people, and across different languages and cultures which can be a very difficult thing to achieve.
I love how the idea even shines on a typography-only level: like when the packaging changed to have words like 'cranky', 'dramatic', and 'hot mess' written in the Snickers font, or when Snickers was spelled incorrectly on a billboard, making the product truly embody the campaign.
Simple. Funny. Immortal.
CREATIVE AGENCY: BBDO New York
ART DIRECTOR: Gianfranco Arena
COPYWRITER: Peter Kain
CHIEF CREATIVE OFFICER: David Lubars
CREATIVE DIRECTORS: Peter Kain & Gianfranco Arena
PRODUCTION COMPANY: MJZ
DIRECTOR: Craig Gillespie
DOP: Emmanuel Lubezki
Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today.
Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.
Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here. If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.