Watch the full ad here:

Karen's thoughts:

"Why ‘Zip it, Shrimpy’ would never survive TikTok.

One of the most iconic ad moments ever, from one of the most iconic divas to ever live - Joan Collins in full Dynasty glamour, throwing shade in a locker room for Snickers’ You’re Not You When You’re Hungry campaign. It’s also one of the most recalled ads from that early series.

But here’s what most people don’t realise: Joan appears from second one, yet the legendary insult doesn’t land until second 11 - and on TV, that worked.

When we ran this classic through our attentionAI to predict attention decay curves with synthetic audiences, we saw around 61% of viewers were still fully attentive when the payoff hit. Run that same creative through our model with a non-premium social filter (in other words, a fast-scroll, low-attention format) and only 4% of viewers would ever hear her deliver that perfectly bitchy line let alone recognise it was a Snickers ad.

Moral of the story (1): The medium matters. TV gave this ad space for story, timing, and performance to land and to live in memory for decades.

Moral of the story (2): Never pick a fight with a diva - she will win."