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. One of the most efficient archetype repositioning campaigns in modern advertising.
The five-layer reading.
- 01 Motivation
- Jester. The straight-faced reframe.
- 02 Mind
- ENTP
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Quick-witted, situationally smart, never breaking the joke. The Jester at its most disciplined.
Famous spot
Betty White (You’re Not You When You’re Hungry), 2010