If you are someone who watches TV, chances are you have seen at least on of Snickers' “You’re Not You When You’re Hungry” advertisements which have been airing for awhile now. They’ve created both magazine advertisements and commercials that have employed famous individuals from high-profile celebrities such as Betty White, to historical figures such as Abraham Lincoln. One ad in particular features Godzilla himself. Through ridiculous humor and stark juxtaposition, this advertisement effectively achieves its purpose of selling Snickers candy bars within the “You’re Not You When You’re Hungry” advertising campaign.
The commercial begins with a bunch of friends and Godzilla simply enjoying themselves on a sunny lakeside beach while happy feel-good type music playing in the background, when an attractive woman walks by and waves hello to Godzilla exclusively. His friends around him then take turns giving him high-fives and congratulating him for gaining the attention of the attractive young lady. Aside from the obvious humor of a woman being attracted to Godzilla, the purpose of this scene was to paint him as someone that everyone admires, which is also the theme throughout this commercial.
Godzilla is then playing ping pong against one of his friends with the rest watching, and when he beats him, everyone begins cheering. Following that we find Godzilla dancing at a party while two guests comment on him saying that, “Godzilla’s actually pretty cool,” to which his friend responds, “Except when he’s hungry.” The feel-good music is then replaced with screams as commercial then cuts to a classic Godzilla scene with him destroying a city at night when one of his friends manages to throw a Snickers bar into Godzilla’s mouth. Finally, feel-good music begins to play again and the commercial cuts back to another scene of Godzilla and his friends at the lake water skiing and having a great time.
This commercial was successful by utilizing humor throughout and first painting Godzilla as the cool guy that everyone admires and wants to be friends with. Then it cuts to a dark scene depicting how different Godzilla acts when he’s hungry, and then after eating a Snickers bar, how he instantly becomes fun and cool again. This not only makes us want to eat Snickers because the commercial was funny and Snickers satisfies enough to even tame Godzilla, but eating Snickers will also make us likable and fun to be around.
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