Eight years ago, the Mars Chocolate North America company wanted to rejuvenate their product line of candy bars. Their creative partner, the global firm BBDO, helped them to launch a national campaign with the basic message: “you are not you when you’re hungry.” The television advertisements were wildly popular with stars such as Betty White and Aretha Franklin appearing in them. In all the tv spots the person just wasn’t themselves until a concerned fried offered them a candy bar. The Aretha Franklin spot always cracked me up. On a long cross-country drive one of the backseat passengers is complaining about everything – and while doing so appears to be Ms. Franklin. The backseat companion encourages the complainer to eat a candy bar because “When you’re hungry you turn into a diva.”  Continue reading →