The Power of Entertainment in Advertising: A Lesson from Snickers

Consumers are bombarded with countless advertisements daily, so standing out is more crucial than ever. One of the most effective ways to capture attention is through entertainment. However, many adverts miss the mark, failing to engage their audience with any real entertainment value. If consumers must endure frequent ads, why not at least make them enjoyable?

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Exceptions to the Rule

While entertainment is a powerful tool in advertising, it’s important to note that not all products or services lend themselves to this approach. For instance, advertisements for funeral services or charities may not be appropriate for an entertaining angle. Yet, for most other products and services, the ability to entertain can significantly enhance an ad’s effectiveness.

Snickers: A Masterclass in Entertaining Ads

A prime example of this is the long-running Snickers campaign, “You’re Not You When You’re Hungry.” This series of ads has successfully combined humour and entertainment with a clear message, resulting in a memorable and effective campaign.

The Snickers campaign has featured various celebrities, including Elton John, Joe Pesci, Robin Williams and the beloved Mr. Bean, played by Rowan Atkinson. One particularly memorable ad stars Mr. Bean in a kung fu-themed setting. Filmed in a classic Kung Fu style, the ad opens with a group of ninjas on a village rooftop, while Mr. Bean clumsily bumbles along, knocking tiles off and eventually falling through the roof.

The comedic tension is palpable as one of the ninjas throws Mr. Bean a Snickers bar, saying, “Chung, you’re not you when you’re hungry. Eat a Snickers.” With just one bite, Mr. Bean is transformed into a skilled ninja, complete with a mole exactly where Mr. Bean’s was—a delightful nod to continuity. The ninja then executes a dramatic spinning leap out of the building, to which the other ninjas respond, “Better.”

The ad concludes with the tagline, “You’re not Kung Foo when you’re hungry?”—a clever play on words that further reinforces the campaign’s humour and appeal. This ad brilliantly targets an age group in the UK that grew up watching Mr. Bean and Kung Fu movies, making it both relevant and entertaining.

The Impact of Entertaining Ads

Even if you’re allergic to nuts or on a diet that excludes chocolate, it’s hard not to appreciate the humor and creativity of this ad. The Snickers campaign shows how a well-crafted, entertaining advertisement can resonate with audiences and leave a lasting impression.

Snickers: Winning Customers and Awards

The Snickers “You’re Not You When You’re Hungry” campaign has been incredibly successful and has won numerous prestigious awards. These accolades include wins at major advertising events such as the Cannes Lions, where it received multiple Lions including the Grand Prix. It also won a Gold Effie Award in 2011, which is one of the highest honours in the advertising industry, recognised for effectiveness in marketing across multiple regions​. Additionally, the campaign was honoured on The One Show and the D&AD awards, highlighting its creative excellence and global impact​.

This campaign is celebrated for not only driving significant sales growth for Snickers globally but also for embedding the brand into popular culture. It effectively utilised humour and relatable situations to connect with a broad audience, which contributed to its widespread acclaim and long-lasting appeal​.

The Dangers of a Dull Ad

Contrast this with another type of advertisement that is more focused on listing product features, such as the ad below. This ad, while informative, is undeniably dull. It’s filled with reasons why you should buy the product, but it fails to engage the viewer on an emotional or entertaining level.

This is a common mistake in advertising, particularly among business leaders who may lack marketing experience. They often focus on communicating every feature of a product, believing this will lead to more sales. However, the reality is that entertainment can be a far more effective strategy.

The Value of Entertainment in Advertising

Playing devil’s advocate, it’s understandable why some might hesitate to invest in a more entertainment-focused advert. After all, business leaders have poured time and resources into developing their products, and it’s natural to want to highlight every feature. However, market research consistently shows that the more entertaining an advert is for its target audience, the more effective it is for the brand in the long run.

Consumers might not be able to list all the benefits of the product after watching a highly entertaining ad, but they’re more likely to feel positively about the brand. This positive association often translates into increased sales, as consumers are drawn to the brand based on the enjoyable experience they had with the advertisement.

Conclusion: Entertain to Succeed

In conclusion, while there’s a place for informative advertising, the power of entertainment should not be underestimated. The Snickers “You’re Not You When You’re Hungry” campaign is a perfect example of how combining entertainment with a clear message can create a memorable and effective advertisement. By focusing on the entertainment value of an advert, businesses can create a stronger connection with their audience, leading to long-term brand loyalty and increased sales.

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