Super Bowl ad review: Snickers really satisfies craving for physical abuse of Roseanne

Campaign: Logging
Brand: Snickers
Agency: BBDO New York
Rating:

By Mike Dorsey

I’m no Richard Lewis fan, but seeing him juxtaposed with “real men” (men with beards, working outdoors with large pieces of wood) and whining was a great build-up to the long-awaited return of Roseanne Barr:

Ah, that shrill voice. When she gets smashed by a log, it was my imagination happening in real life.

Snickers was always going to have a hard time topping the great Betty White tackle of 2010.

Their Liza and Aretha follow-up spot was humorous.

But it lacked the physical abuse of older women that gives the Betty White spot its particular magic.

An oversight no more. Older woman pummelled by murdered tree = genius.

• Mike Dorsey is an art director at MKTG Inc. He lives in San Francisco.