The biggest winner of last year’s Super Bowl may have been Betty White, whose turn in a Super Bowl commercial for Snickers helped make her one of the hottest stars in Hollywood.
Snickers will be back this year with another Super Bowl ad, and the big question is whether the spot will have a similar effect on this year’s star of the commercial, TV’s blue collar queen of sarcasm.
Yes, Roseanne Barr will be in this year’s Snickers Super Bowl commercial, along with funny man Richard Lewis, reports Advertising Age.
According to the article, "Asked if Mars sought to use Ms. White again, [Debra Sandler, chief consumer officer for Mars Chocolate North America] said last year’s ad was a ‘magical moment with Betty and we obviously love Betty White and she was a fabulous spokesperson for the brand. But we felt that was a special moment in time and we didn’t want to try and remake that moment.’ Mars thought it ‘would be best to stay with the insight’ of the ‘You’re Not You’ campaign, but ‘choose some new partners to convey that message,’ she added."
The story adds that "Marketing and branding consultant Chris Gretchko noted that [both White and Barr] share certain traits. Both are comedic icons who are ‘sassy in their own way,’ said Ms. Gretchko, a former account supervisor at Leo Burnett. ‘Betty White is witty and very sharp but not biting,’ she added. ‘It may be that Roseanne has another edge. If the message for the Snickers commercial is a little edgier and more irreverent, she could be a very good poster child for that.’