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.

 

This article first appeared on LLBOnline, to view the article in full see here.