This Snickers Party commercial (a Cannes Lions 2011 contestant) personifies how different people can become when starving hungry.
The ad features Joe Pesci as he unleashes his rage at two unsuspecting party girls. To calm him down, his friend takes him into the kitchen and feeds him a Snickers bar. After one bite, Pesci is automatically transformed into the average college student. Turns out, Joe Pesci is this guy's alter-ego when he forgets to eat his dinner. The moral of the story? Feed your hunger with a Snickers bar to avoid turning into angry mobsters.
Implications - The above ad takes the connotations associated with a certain celebrity and uses it for a humorous advantage. Companies should consider the use of comedy when selling products, as this establishes a more long-lasting, emotional connection with consumers.
Why This Trend Is Growing
- Humor-focused Advertising
- Leveraging comedy in advertisements can create a memorable and emotional connection with consumers.
- Personification of Hunger
- Portraying hunger as an alter-ego or transformative force in advertising can effectively communicate the message.
- Celebrity Endorsements
- Utilizing well-known celebrities in advertising campaigns can add humor and increase brand recognition.
Industries Being Reshaped
- Food and Beverage
- Food and beverage companies can explore humor-focused advertising campaigns to establish emotional connections with consumers.
- Marketing and Advertising
- The marketing and advertising industry can provide creative solutions for brands to personify hunger in humorous and relatable ways.
- Entertainment and Media
- The entertainment and media industry can collaborate with food brands to create celebrity-endorsed, funny advertisements that resonate with audiences.
