Pitching Snickers as an Eternal Reward

Advertiser: Mars Inc.

Agency: BBDO, New York

Challenge: Launch the frighteningly large 3.7-ounce Big One Snickers bar.

The Ad: A businesslike stand-in for St. Peter reviews candidates for admission to the world inside the Pearly Gates. At the head of a long line is an old man embarrassed by his earthly transgressions: He ran over a squirrel at age 16, he didn’t put the toilet seat cover down, he tore the tag off his mattress. A man near the back of the line loses patience: “Is this line ever going to move?” Suddenly, a cloud opens beneath him and the man falls through--it’s the heavenly version of the hook. “It’s moving now, isn’t it?” grumbles the gatekeeper. The voice-over delivers the message: “Not going anywhere for an eternity? When you’re really hungry, grab the Big One.”

Comment: This commercial appears to play off a series of ads for regular Snickers bars, in which people who are going to have to wait awhile for something are invited to eat the bars. Now, if you have to wait an eternity, you need a bigger Snickers, right? The spot is funny, memorable and hip--more than sufficient to pitch an uncomplicated product like a Snickers bar. The reference to eternity gets across the idea that it’ll take a long time to eat this snack. $$$$

*

Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being best.