Thanks to Snickers, the most beloved star of Super Bowl XLIX could be someone you might not expect.
Today, Mars Chocolate North America gave America its first taste of the all-new 30-second commercial from Snickers that will air during the first quarter of Super Bowl XLIX on Sunday, 1 February, on NBC. A new teaser for the spot is now online on the official Snickers YouTube page, and centres around The Brady Bunch – one of America’s all-time favourite television families. The teaser – a recreation of the iconic Marcia Brady hair brushing scene – stars action movie mainstay Danny Trejo as a gruff, hostile version of Marcia who doesn’t at all resemble the girl next door when she’s hungry.
Better yet? For the first time in brand history, Snickers is empowering fans to help reveal the full commercial prior to Super Bowl Sunday. Fans can ask to have the spot released early through a number of social media activities, including watching the teaser on Snickers YouTube, Facebook or Twitter pages, as well as liking, commenting, sharing or re-Tweeting the video from those platforms. Fans can also utilize the branded hashtag, #eatasnickers. If consumers generate 2.5 million social media engagements before kick-off on 1 February, Snickers will release the entire 30-second spot early.
Created by BBDO New York, the ad is the latest addition to the global, award-winning “You’re Not You When You’re Hungry” campaign, which showcases how people aren’t themselves when they’re hungry. And while the teaser only hints at what’s to come during Super Bowl XLIX, like all “You’re Not You When You’re Hungry” commercials, the spot will remind fans that Snickers always satisfies hunger.
“This is just a taste of what America should expect from Snickers on Super Bowl Sunday,” said Allison Miazga-Bedrick, Director, Snickers Brand. “The Brady’s are a great addition to the ‘You’re Not You When You’re Hungry’ campaign because they’re a beloved iconic family that has broad consumer appeal. This ad features a little something for everyone, and we’re confident it will satisfy fans’ hunger for a laugh.”
“It’s not every day that my agent calls and says I’ve been asked to play Marcia Brady,” said Trejo, a long-time Hollywood veteran known for his roles in action flicks. “But as soon as I found out it was for Snickers, I knew it would be a blast and something fans are going to appreciate.”
Snickers, which is an official NFL sponsor, has a rich history of advertising during the Super Bowl. The brand debuted the very first “You’re Not You When You’re Hungry” commercial featuring Betty White during Super Bowl XLIV in 2010, which scored with both fans and media. Since then, Snickers has featured dozens of celebrities and athletes around the world as part of the “You’re Not You When You’re Hungry” campaign.
The new commercial is part of a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during, and beyond Super Bowl XLIX. For more information on Snickers or the brand’s Super Bowl XLIX ad, visit Snickers on Facebook or Twitter.