The Snickers “Mr. Bean” advert, released in 2014, serves as an exemplary case study in how humor can significantly enhance an advertising campaign. Featuring the iconic character portrayed by Rowan Atkinson, the ad cleverly merges comedy with a universal message about hunger and transformation. Set against the backdrop of a martial arts epic, Mr. Bean’s clumsy attempts to keep up with skilled ninjas create a humorous contrast that captivates the audience. The moment he consumes a Snickers bar and transforms into a more capable version of himself reinforces the brand’s slogan, “You’re not you when you’re hungry,” making the message both relatable and memorable.
The success of this advert can be attributed to several key factors. Firstly, Mr. Bean’s nostalgic appeal resonates with a broad demographic, as many viewers grew up watching his antics. This familiarity not only draws in viewers but also enhances their emotional connection to the brand. Additionally, the humor employed in the ad is relatable; it captures the common experience of feeling out of sorts when hungry, making it easy for audiences to engage with the content. The commercial’s effectiveness is further demonstrated by its impressive viewership, amassing millions of views online and contributing to a notable increase in Snickers sales, showcasing the power of combining beloved characters with humor in advertising strategies.
Concept Behind the Advert
The Snickers advert featuring Mr. Bean, released in 2014, opens with an engaging and humorous premise that sets the tone for its core message: “You’re not you when you’re hungry.” The ad begins with Mr. Bean, portrayed by Rowan Atkinson, clumsily trying to keep pace with a group of skilled ninjas in a martial arts setting. This comedic contrast between Mr. Bean’s bumbling antics and the ninjas’ graceful movements not only entertains but also highlights the absurdity of the situation, drawing viewers in with its originality and humor. As Mr. Bean struggles, he ultimately falls into the hands of some warriors, creating a sense of tension and curiosity about how he will escape this predicament.
The pivotal moment occurs when a ninja throws Mr. Bean a Snickers bar, prompting him to eat it. This act transforms him from a hapless character into a confident and capable warrior, effectively illustrating the message that hunger can impair one’s abilities. The transformation reinforces Snickers’ tagline, making it relatable to the audience, who can identify with the feeling of being “hangry.” By combining nostalgia for the beloved Mr. Bean character with a humorous narrative, the advert successfully captures attention and resonates with a broad audience, ultimately driving home the importance of satisfying hunger to regain focus and capability.
Key Elements of the Advert
Character Nostalgia
Mr. Bean is an iconic character known for his slapstick humor. By leveraging his global appeal, Snickers taps into a sense of nostalgia that resonates with a wide audience. A generation of children grew up watching Mr. Bean, and by 2014, they were adults with spending power, making his comeback a profitable marketing tool.
Relatable Humor
The ad portrays a common experience—feeling out of sorts when hungry. This relatability enhances viewer engagement and makes the brand message more memorable. The humor employed in the ad is relatable, capturing the common experience of feeling “hangry” and making it easy for audiences to engage with the content.
Transformation Through Consumption
After consuming a Snickers bar, Mr. Bean transforms into a more capable version of himself, effortlessly defeating the ninjas. This transformation symbolizes the rejuvenating power of food, reinforcing the product’s value and the slogan “You’re not you when you’re hungry”. The moment he eats the Snickers bar and turns into a skilled warrior illustrates the message that hunger can impair one’s abilities, making it relatable to the audience.
The combination of nostalgia for the beloved Mr. Bean character with a humorous narrative that portrays a relatable scenario successfully captures attention and resonates with a broad audience, ultimately driving home the importance of satisfying hunger to regain focus and capability.
The Psychology of Humor in Advertising
Humor is a powerful tool in advertising for several reasons:
Attention-Grabbing
Humorous ads are more likely to capture viewers’ attention and stand out in a crowded market. Humor triggers an immediate affective response, freeing up cognitive resources and giving more opportunity for further processing of the ad and brand information. The surprising element in humor evokes a desire to seek closure, resulting in higher recall and recognition of the components.
Emotional Connection
Laughter creates a positive emotional response, making consumers more receptive to the brand message. Humor generates positive emotions such as mirth, joy, and happiness. Affect transfer theory proposes that these positive emotions created by humor may directly transfer to the ad and brand. Affect-as-information theory explains how the positive emotions generated through humor can be taken as additional information when evaluating the ad and brand, leading to positive attitudes and purchase intentions.
Shareability
Funny content is often shared more widely on social media, increasing brand visibility and reach. Humorous ads are more likely to be repeated or shared by viewers, generating word-of-mouth or pass-along value. Humor can work as a conditioned or sometimes unconditional stimulus that implicitly affects trust and attitude, especially in marketing communication processes where television advertisements are used extensively.
By leveraging these psychological factors, humor can enhance ad effectiveness, attract attention, create positive emotions, and increase shareability, making it a valuable tool for advertisers to stand out in a competitive market and effectively convey their brand message.
The Impact of the Snickers Mr. Bean Advert
The Snickers “Mr. Bean” advert not only entertained but also generated significant buzz, amassing millions of views online. The clever combination of a beloved character and a humorous narrative contributed to a notable increase in Snickers sales, demonstrating the effectiveness of humor in advertising. The ad, which features Mr. Bean struggling to keep up with skilled ninjas, capitalizes on the character’s iconic clumsiness, creating a comedic contrast that resonates with audiences of all ages. This nostalgia effectively draws in viewers, particularly those who grew up with Mr. Bean, enhancing their emotional connection to the brand.
Moreover, the advert’s core message, “You’re not you when you’re hungry,” is reinforced through Mr. Bean’s transformation after eating a Snickers bar. This transformation not only symbolizes the rejuvenating power of the product but also connects with the relatable experience of feeling out of sorts when hungry. The ad’s success is evident in its wide reach, with over 20 million views on YouTube and a significant boost in sales, showcasing how humor and nostalgia can effectively engage consumers and drive brand loyalty.
Conclusion
The Snickers “Mr. Bean” advert exemplifies how humor can be effectively utilized in advertising to create memorable and impactful campaigns. By combining nostalgia, relatable scenarios, and a strong brand message, Snickers successfully engaged consumers and reinforced its tagline. The clever use of Mr. Bean, an iconic character beloved for his slapstick humor, not only attracted attention but also evoked fond memories for viewers who grew up watching him. This nostalgic element, paired with the humorous depiction of Mr. Bean’s clumsiness in a martial arts setting, effectively highlights the ad’s core message: “You’re not you when you’re hungry.”
As brands continue to explore creative advertising strategies, the use of humor will undoubtedly remain a key component in capturing audience attention and driving sales. The Snickers advert demonstrates that incorporating humor into advertising not only entertains but also fosters a deeper connection with consumers. This approach makes it a vital strategy for brands aiming to stand out in today’s competitive market, as it encourages engagement and enhances brand recall, ultimately leading to increased consumer loyalty and sales growth.
