When Snickers launched their “You’re Not You When You’re Hungry” campaign with Betty White (and Abe Vigoda) during the 2010 Super Bowl, it was a turning point for the brand and the 88-year-old Golden Girl.

That ad won the night, going viral and topping every best commercials list that year. It also kicked off a massively successful campaign that increased sales for the company by $376 million in two years. It’s also credited with revitalizing White’s career, who followed up the spot with an appearance hosting Saturday Night Live and quickly landed other roles.

The success of the long-running campaign overall was largely thanks to the global approach Snickers and ad agency BBDO took, featuring celebrities famed in each global market . But it all started with a beloved octogenarian getting crash-tackled into some mud.