Mars recently gave Americans a taste of the brand new 30-second Snickers commercial that will be airing during the highly coveted first quarter period of this year's Super Bowl. The spot is a parodic riff on the classic sitcom The Brady Bunch, only instead of Marcia Brady brushing her long, flowing locks, we have grizzled Mexican action movie star Danny Trejo, who is significantly more aggressive when it comes to his haircare regime than the famously ditzy teenage daughter. It's a humorous ideas that is sure to capture the audience's attention. The teaser for the ad, which is part of a fully integrated 360 campaign, is available now through the official Snickers YouTube page, or can be viewed below.
The spot is a parodic riff on the classic sitcom The Brady Bunch, only instead of Marcia Brady brushing her long, flowing locks, we have action movie star Danny Trejo
If the teaser has left you wanting more, Snickers and BBDO New York, the campaign's creators, are asking their audience to reveal the full commercial before it airs during the big match on February 1 on NBC. Fans can achieve this by engaging with the campaign on social media (liking, commenting on and sharing the video through Facebook and Twitter) and watching the teaser. They can also share their commitment to the campaign through the #eatasnickers hashtag. If more than 2.5 million social media engagements are recorded by Snickers before kick-off, the entire spot will be released online early.
Snickers – Super Bowl Teaser
The ad is the latest addition to BBDO's now famous “You're Not You When You're Hungry” campaign, which has gone to great lengths to show how different people can be when they require sustenance, in a variety of comedic ways. The idea is to remind consumers that Snickers is as much of a hunger suppressant as it is a chocolate bar, and the slogan has become so synonymous with the brand that it almost joins the pantheon of great slogans such as “I'm Loving It” and “For Mash Get Smash.” (OK, maybe we're getting ahead of ourselves here)
The ad is the latest addition to BBDO's now famous “You're Not You When You're Hungry” campaign
Allison Miazga-Bedrick, director of the Snickers brand at Mars, said the teaser is “just a taste of what America should expect from Snickers on Super Bowl Sunday.” She adds that she's confident that the ad “Features a little something for everyone,” and she's confident it will satisfy fans' funny bones. They chose the Brady Bunch for the spot because “They're a beloved iconic family that has broad consumer appeal,” and the idea to add Trejo to the mix is a wonderfully iconoclastic move on the part of BBDO. Trejo himself, said, “It's not every day that my agent calls and says I've been asked to play Marcia Brady, (we believe you Danny) 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 has been an official NFL sponsor for years, with the first “You're Not You When You're Hungry” spot featuring veteran actress Betty White appearing during the 2010 Super Bowl, and scoring both fans and media attention. Since then, dozens of celebrities have been featured in the campaign, but Trejo's appearance might very well be the most amusing yet.
