Betty White and Abe Vigoda (RIP) started it all in 2010. Then, Danny Trejo and Steve Buscemi kept the comedy (candy?) bar high in 2015. This year, Snickers has, once again, captured the essence of “You’re Not You When You’re Hungry” with a new spot set to air during the Super Bowl, featuring actor Willem Dafoe.
The 30-second ad, created by BBDO New York - the agency that helmed the ongoing campaign - mirrors the classic scene in the 1955 film “The Seven Year Itch” where Monroe’s dress flaps in the wind over a subway grate. The hungry version of Monroe, played by Defoe, is cranky until offered a Snickers bar to satisfy her hunger.
“I have to admit,” said Defoe. “Playing a Hollywood bombshell is a new challenge for me. But as a huge fan of Marilyn Monroe I just couldn’t resist the opportunity to take a walk in her shoes and famous white dress.”
The incomparable Eugene Levy cameos in the ad, as a stagehand tasked with making Monroe’s dress flap in the wind. The brand also worked on its packaging from the 1950s to add more continuity to the story.
Snickers, an official NFL sponsor, is supporting the work with a “360-degree” campaign before, during and after Super Bowl 50.