Client: Snickers
Date: Jan 2020
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Snickers is digging a big hole to solve the world’s annoying problems, and it claims it will solve those them during the Super Bowl.

The brand released its new Super Bowl LIV ad, including a special long-form version on the brand’s YouTube page. In the iconic brand’s signature humor, the ad declares “the world is out-of-sorts” and presents an absurdly satisfying solution to fix it.

The new ad, which also includes an original song, was created by BBDO New York and AMV BBDO. Dubbed 'Snickers Fixes the World,' the new spot highlights humorous and relatable signs of a world that’s clearly not itself, such as grown-ups riding scooters, babies named after produce, devices that listen to your conversations and parents who text dirty pics. The brand’s solution is then revealed: As a crowd gathers in song to watch, a giant Snickers is “fed” to the Earth in a grand attempt to fix the world. The spot ends with some evidence that SNICKERS’ plan just may be working.

“This new ad marks the latest evolution of our award-winning ‘You’re Not You’ campaign,” said Josh Olken, brand director, Snickers. “Since the first Super Bowl spot 10 years ago, we’ve shown the power of Snickers to satisfy when you’re out of sorts. Our attempt to ‘fix the world’ is a new angle, and our biggest yet: When the world itself is out of sorts, maybe it just needs a Snickers.”

Actor Luis Guzmán, known for his prolific character roles, makes an appearance in this year’s Super Bowl ad.

The spot will air during the third commercial break of the first quarter of Super Bowl LIV. Snickers also released a longform version of 'Fix the World' on YouTube, featuring appearances from Miranda Cosgrove, Bill Walton and Charlotte Flair.


Client: Snickers (Mars)

Tanya Berman

VP of Marketing

Josh Olken

Brand Director, SNICKERS Brand

Martin Terwilliger

Sr. Brand Manager, SNICKERS Brand

Michael Italia

Head of Social Media & Digital Content at the Hive

Seth Dager

Head of Social Creative at the Hive

Betsy Magilnick

Social Media Strategist at the Hive

Rankin Carroll

Global VP, Chocolate Category BU

Dale Green

Global Brand Director, SNICKERS/ Bars

Creative Agency: BBDO

David Lubars

Chief Creative Officer - BBDO Worldwide

Greg Hahn

Chief Creative Officer - BBDO New York

Alex Grieve

Chief Creative Officer - AMV BBDO

Scott Mahoney

Creative Director/Writer - BBDO New York

Dan Oliva

Creative Director/Art Director - BBDO New York

Alan Wilson

Writer - AMV BBDO

Diccon Driver

Art Director - AMV BBDO

Charlotte Adorjan

Creative Director - AMV BBDO

Matt Swinburne

Creative Director - AMV BBDO

Gianfranco Arena

Executive Creative Director - BBDO New York

Peter Kain

Executive Creative Director - BBDO New York

Larissa Magera

Copywriter - BBDO New York

Morgan Hoff

Art Director - BBDO New York

David Rolfe

EVP, Director of Integrated Production - BBDO New York

Amy Wertheimer

EVP, Group Executive Producer - BBDO New York

Sarah Knowlton

Associate Producer - BBDO New York

Julia Millison

Music Producer - BBDO New York

Melissa Chester

Music Producer - BBDO New York

Paul Cisco

Business Manager - BBDO New York

Kirsten Flanik

CEO & President, BBDO New York

Susannah Keller

EVP, Global Business Leader, Mars - BBDO New York

Julien Lemoine

Vice President, Global Business Lead - BBDO CLM

Lisa Piliguian

EVP, Senior Account Director - BBDO New York

Tani Corbacho

VP, Account Director – BBDO New York

Elizabeth O'Connor

Account Manager - BBDO New York

Jacob Plastina

Account Executive - BBDO New York

Richard Moloney

Client Partner - AMV BBDO

Luke Slater

Senior Account Director - AMV BBDO

Philippa Field

Board Account Director - AMV BBDO

Crystal Rix

Chief Marketing Officer - BBDO Worldwide

Annemarie Norris

SVP, Group Director, Behavioral Planning. - BBDO New York

Christina Stoddard

Group Planning Director - BBDO New York

Brian Brydon

Comms Planning Director - BBDO New York

Nicola Willison

Strategy Director AMV - BBDO

Talent Agency: The Marketing Arm

Brad Sheehan

Celebrity Talent Acquisitions

Production Company: MJZ

Tom Kuntz


David Zander


Eriks Krumins

Senior Executive Producer

Emily Skinner


Linus Sandgren

Director of Photography

Brock Houghton

Production Designer

Editorial: Mackenzie Cutler

Gavin Cutler


Pamela Petruski


Megan Heard

Assistant Editor

Gina Pagano

Executive Producer

Mix: Heard City

Keith Reynaud


Color: Company 3

Tim Masick


VFX: The Mill

Phil Crowe

Creative Director

Anastasia Von Rahl

Executive Producer

Melanie Roy


Bret Aros


Dan Warom

3D Lead

Tim Crabtree

2D Lead

Kai Tsai


Remedy Huynh


Music: We Are Walker

Sara Matarazzo

Senior Executive Producer

Abbey Hendrix

Executive Producer

Hispanic Agency: Third Ear

Serge Flores

Executive Creative Director

Rene Gardner

Senior Copywriter

Javier Peraza

Senior Copywriter

Rina Tiffer

Group Account Director

Meredith McBroom

Senior Account Executive

Michael McLaughlin

Senior Producer