Despite the fact that very few Brits have the slightest idea how American Football works, we still manage to pick up on some of the buzz surrounding the annual Super Bowl action. And that's particularly true of those with a vested interest in advertising. The reason being that the breaks in the game are some of the most expensive advertising real estate anywhere on the planet.
"It's no surprise the content of these ads is so closely scrutinised."
Big brands are quite prepared to stump-up more than $5m for a single 30" slot. That's an enormous investment, so it's no surprise the content of these ads is so closely scrutinised. Get it right and your spend is bolstered by a swathe of positive PR. But get it wrong and all your good work and hard-earned cash can be utterly squandered.
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, scoring big with fans and media and turning the campaign into an immediate success. Since then, the chocolate brand has featured dozens of celebrities and athletes around the world, including Danny Trejo and Steve Buscemi in a 'Brady Bunch' themed commercial in 2015.
"A hungry version of the blonde bombshell transforms into a cranky version of herself."
In the latest addition, created by BBDO New York, the brand gives Super Bowl fans a taste of what one of Hollywood's most iconic and recognizable moments would have looked like if Marilyn Monroe had been feeling hungry. The new 30" commercial, staged to mirror the classic 1955 film 'The Seven Year Itch', a hungry version of the blonde bombshell transforms into a cranky version of herself, played by Willem Dafoe.
The star is only transformed back into her seductive self after she receives a SNICKERS® bar to satisfy her hunger. The ad also includes comedy mainstay Eugene Levy in the role of a stage-hand who's charged with the task of making Monroe's dress flap in the wind above a subway grate, during the movie's most famous scene.
Today SNICKERS® released the spot on the brand's official YouTube page, five days prior to its Super Bowl 50 reveal on Sunday, February 7th, on CBS. "I have to admit playing a Hollywood bombshell is a new challenge for me," said Dafoe. "But as a huge fan, I just couldn't resist the opportunity to take a walk in her shoes and famous white dress." "Super Bowl 50 is a celebration of this game's amazing history, so we wanted to bring our 'A-game' with a new 'You're Not You When You're Hungry' commercial that's appropriately epic," said Allison Miazga-Bedrick, SNICKERS® Brand Director. "It doesn't get much bigger – or better – than combining one of the greatest moments in movie history ... with some modern day icons of our own. We're confident fans will be satisfied."
"The new ad is part of a fully integrated 360 degree campaign."
The new ad is part of a fully integrated 360 degree campaign to reinforce the brand's connection to hunger satisfaction before, during, and beyond Super Bowl 50. So, here in the UK, while we still may not really understand what's happening on the field of play, at least we'll be know what to do when that craving for peanuts, chocolate and squidgy stuff kicks in.