Snickers Brady Bunch at Super Bowl
SNICKERS has launched a “very Brady” teaser as a way to whet viewers’ appetite for the brand’s upcoming Super Bowl ad. Starring actor Danny Trejo sitting in for Marcia Brady, the commercial is the latest in the Snickers “You’re Not You When You’re Hungry” series. SNICKERS launched its award-winning “You’re Not You When You’re Hungry” campaign in 2010 with a commercial featuring Betty White. The spot was voted the most popular in the game in YouTube’s AdBlitz poll. SNICKERS is giving consumers the power to help reveal the full commercial prior to the game. If consumers generate 2.5 million social media engagements before kick-off on February 1, Snickers will release the full 30-second spot on the SNICKERS YouTube channel. The campaign is being promoted in New York with an evolving billboard transforming a photo of Marcia Brady into Trejo’s face.
See the commercial, the teaser and the behind-the-scenes video.
The Snickers Brady Bunch Super Bowl campaign was developed at BBDO New York by worldwide chief creative officer David Lubars, chief creative officer Greg Hahn, executive creative directors Gianfranco Arena and Peter Kain, art director Sei Rey Ho, copywriter Rich Douek, director of integrated production Dave Rolfe, group executive producer Amy Wertheimer, executive music producer Melissa Chester, group planning director Crystal Rix, planner Alaina Crystal, managing director Kirsten Flanik, global account director Susannah Keller, account director Joshua Steinman, account manager Tani Corbacho and account executive Jocelyn Choi.
Celebrity Talent, Intellectual Property, Music Rights Acquisition were produced at The Marketing Arm by entertainment director Brad Sheehan.
Editor was Geoff Hounsel at Arcade Edit with producer Kirsten Thon-Webb and assistant editor Healy Snow.
Post production was done at The Mill by creative director Ben Smith, VFX supervisor Nick Tanner, executive producer Verity Kneale, producer Carl Walters and senior compositor Nathan Kane.
The billboards were produced by Colossal Media.