Snickers is again tempting us in Super Bowl LI!
Candymaker Mars Inc. returned to the Super Bowl with a Big Game commercial that builds upon their popular Snickers theme of: “You’re not you when you’re hungry.”
This year, to help them spread the message that a Snickers bar really is the best snack to reach for, they asked for a helping hand from actor Adam Driver! (Depending on your style, you may know him as Kylo Ren from Star Wars or as Adam Sackler from the HBO sensation, Girls.)
Snickers joined brands like Hyundai with a new creative approach on Super Bowl commercials. The company aired their first LIVE Super Bowl commercial – created in real-time DURING the Big Game. Around 150 ad executives from Mars, ad agency BBDO, and production company O Positive worked together to shoot the 30-second, western-themed spot.
The message of the ad: You ruin live Super Bowl commercials when you’re hungry!
A Golden Celeb on Board
To help build hype before Snickers live ad, they called on this legent to recall her infamous football days.
That’s right – it’s Betty White! She was last seen in a Snickers commercial back in 2010 when she famously played football in Super Bowl XLIV.
Okay…but what’s the plan for the 2017 Snickers Super Bowl ad?
The ad will be”performed and broadcast” during the first commercial break within the third quarter, but you don’t have to wait that long for the fun to begin. Snickers are already live on YouTube in the 36 hours before the game!
— SNICKERS® (@SNICKERS) February 2, 2017
Another brand that has been making use of Facebook and YouTube Live this campaign is Wix.com. Here’s how they announced their Super Bowl LI ad.
Snickers 36-Hour Live Stream
So, how do you fill 36-hours of live streaming? Here’s how: As well as calling on Betty White to discuss her last appearance at the Big Game, Adam Driver gives a behind-the-scenes tour of the #SNICKERSLive set, you can discover how may beans are in a can of baked beans, watch YouTube personality Tyler Oakly turn into a Human Snickers Bar, and more riveting viewing! This is what happened during their live stream:
Snickers Super Bowl Teasers!
Snickers released some pretty funny teasers to get us psyched for their LIVE ad. Apparently, this is what their casting calls look like:
Fun fact about Adam Driver: Following September 11, the NY native joined the marines and served for nearly three years.
— Adweek (@Adweek) January 12, 2017
Excited about Super Bowl LI?
In the meantime, as you munch away your nervous jitters, you can decide if you prefer to take your calories from #TeamSkittles or #TeamSnickers.
Super Bowl ads experience
Omnicon Group’s BBDO
Want More? See All 2017 Advertisers