A brand reading
Snickers.
Jester The straight-faced reframe.
‘You’re not you when you’re hungry.’ A candy bar repositioned itself by giving permission to be a different version of the customer for a moment. AMV BBDO ran it. One of the most efficient archetype repositionings in modern advertising.
The reading.
Jester with an Everyman counterweight, expressed.
- Character
- Jester
- Drive
- Delight, gaiety, fun, assurance, togetherness.
- Fear
- Boredom, gloom, sadness, loneliness, bleakness.
- Strategy
- Help people have a good time, and be more impulsive and spontaneous.
- Counterweight
- Everyman
- Opportunity
- Bars sold energy. The straight-faced reframe was open.
- Diagnostic
- Expressed
The Jester at its most disciplined. ‘You’re not you when you’re hungry’ gives the customer permission to be a different person for a moment, and never breaks the joke. The Everyman counterweight is how universal the setup is.
Famous spot
Betty White (You’re Not You When You’re Hungry), 2010