Aretha Franklin, the “Queen of Soul,” etched her name into the annals of music history with her legendary voice, her commanding stage presence, and her undeniable impact on culture. However, her influence extended far beyond the microphone and into other realms of popular culture, including the world of advertising. Franklin’s collaborations with major brands created iconic moments, seamlessly blending her soulful voice and larger-than-life personality with memorable advertising campaigns. Through these partnerships, she became a powerful symbol of authenticity, strength, and relatability, capturing the attention of audiences across generations.

Aretha Franklin’s Influence in Advertising:

It is no exaggeration to say that Aretha Franklin was a cultural juggernaut. Her influence transcended music and made her a natural fit for advertising campaigns that sought to resonate deeply with a broad and diverse audience. At the heart of her success in these campaigns was her ability to communicate authenticity. Whether singing or speaking, Franklin’s presence always felt real, always felt genuine, and that authenticity carried over into her advertising work.

Brands recognized that Franklin was more than just a performer—she was a symbol of empowerment, perseverance, and dignity. For this reason, companies that sought to evoke these same qualities in their marketing naturally gravitated toward her. She embodied values that aligned with many brand messages: resilience, individuality, and strength. By associating their products with Franklin, brands could tap into the public’s admiration for her, adding credibility and emotional depth to their advertisements.

Her involvement brought authenticity and relatability to the ads she appeared in. Whether through humor, charm, or a display of her unmatched vocal talent, Franklin’s presence in a commercial meant that viewers weren’t just watching an ad—they were witnessing a cultural moment. These campaigns not only leveraged her voice but also captured her vibrant personality and enduring charisma.

One of the most celebrated examples of her work in advertising is her unforgettable appearance in Snickers’ “You’re Not You When You’re Hungry” campaign.

Snickers’ “You’re Not You When You’re Hungry” Campaign (2010):

In 2010, Aretha Franklin made waves when she starred in a Snickers commercial, part of the popular “You’re Not You When You’re Hungry” series. The campaign was built on a simple, humorous premise: people act out of character when they’re hungry, and only Snickers can bring them back to themselves.

The ad featuring Franklin was not only one of the standout pieces in the series but also became a fan favorite. It showed a group of young men on a road trip, with Franklin portraying one of the friends who has transformed into a cranky, irritable version of himself due to hunger. Franklin’s sharp comedic timing and signature sass made the ad instantly memorable.

What made Franklin’s appearance in this campaign so effective was her ability to inject humor and authenticity into a light-hearted premise. She wasn’t just playing a role—her larger-than-life personality, complete with the same boldness and attitude that made her a star, took center stage. Franklin’s performance reminded audiences of her ability to entertain, while also subtly reinforcing the ad’s message: that Snickers could fix any bad mood.

Her participation in this campaign highlighted her versatility. She wasn’t just a soulful singer; she was a multifaceted entertainer capable of owning the screen in any context, even a humorous commercial about hunger. The ad remains one of Snickers’ most beloved and remembered commercials, largely due to Franklin’s magnetic presence.

Gap’s 1999 Holiday Campaign:

Before Snickers, Franklin had already made a splash in the advertising world with her appearance in Gap’s 1999 holiday campaign. Known for promoting diversity and inclusivity in its messaging, Gap tapped into the spirit of the holiday season with a campaign that celebrated the joy of togetherness.

Franklin’s contribution to the campaign was marked by her powerful rendition of “Rise Up Singing,” a moment that stood out not only for its musical brilliance but also for the emotional weight it carried. Franklin’s voice gave the campaign a soulful heart, adding depth and sincerity to Gap’s branding efforts. The message was clear: the holidays are about more than just materialism—they are about connection, love, and the celebration of community.

In an industry where holiday ads can often feel generic, Franklin’s presence elevated the Gap campaign into something far more impactful. Her music and voice became the soul of the commercial, allowing Gap to connect with audiences on an emotional level. The diversity and inclusivity themes of the campaign resonated even more deeply with Franklin’s involvement, as her own life and career embodied the celebration of overcoming obstacles and embracing unity.

Aretha Franklin’s work with Gap wasn’t just about selling clothes—it was about creating a moment of connection during the holidays. Her appearance helped position the brand as one that valued inclusivity, while also reinforcing Franklin’s place as a cultural icon whose message of empowerment and joy could transcend musical boundaries.

American Express’ “Free Your Skin” Campaign:

In addition to her work with Snickers and Gap, Aretha Franklin also partnered with American Express for the brand’s “Free Your Skin” campaign. Franklin’s collaboration with American Express represented a perfect melding of values: empowerment, sophistication, and independence. In this ad, Franklin starred alongside other iconic figures as part of an “Aretha Franklin and Friends” narrative, reinforcing her status not only as a musical legend but also as a symbol of financial freedom and empowerment.

American Express, a brand long associated with prestige and empowerment, saw Franklin as a natural fit for their message. Her legacy as a trailblazer, someone who forged her own path in the music industry, aligned perfectly with the campaign’s emphasis on personal freedom and financial empowerment. The ad evoked Franklin’s spirit of self-reliance, her ability to break through barriers, and her insistence on living life on her own terms.

Her involvement in this campaign added a layer of credibility and gravitas to the message of financial empowerment. Franklin’s journey was one of overcoming obstacles, standing tall in the face of adversity, and asserting her independence. These themes echoed the very essence of American Express’ branding, making her partnership with the company a natural and effective collaboration.

Legacy in Advertising:

Aretha Franklin’s legacy in advertising remains just as impactful as her musical career. The campaigns she was part of are still remembered not only for their messaging but also for the star power and charisma Franklin brought to each one. Her ability to connect with audiences, both through her music and through her advertising work, made every campaign she was involved in a memorable one.

What sets Franklin apart from many other celebrities who ventured into advertising is the authenticity she brought to every role. Whether she was portraying a cranky friend in a Snickers commercial or delivering a soulful rendition of a holiday classic for Gap, Franklin always remained true to herself. Her personality, humor, and strength shone through in every ad, creating a sense of continuity between her music career and her work in commercials.

Brands understood the value Franklin brought to their campaigns, using her star power to deliver messages that still resonate today. These advertisements weren’t just commercials—they were cultural touchstones, moments where Franklin’s undeniable talent and presence merged with the power of advertising to create something greater than the sum of its parts.

Conclusion:

Aretha Franklin’s contributions to advertising were as impactful as her music career. She wasn’t just selling products—she was embodying messages of empowerment, strength, and authenticity. Whether partnering with Snickers, Gap, or American Express, Franklin’s ability to connect with audiences on a deep emotional level made her appearances in these campaigns unforgettable. In doing so, she solidified her position as not only a musical icon but also a cultural one. Her voice, her presence, and her personality continue to inspire and captivate audiences, making her one of the most enduring figures in both music and advertising history.