It’s starting to look like Super Bowl 51 might be the year of one-upping. A week after Hyundai announced that it will shoot, edit and produce its Super Bowl spot during the actual game itself, Snickers has revealed that it will air a live ad during the first commercial break of the third quarter.
Created by BBDO New York, the 30-second ad will star actor Adam Driver and will continue the brand’s 'You’re not you when you’re hungry' theme.
To try and garner some buzz before game day, the Mars-owned chocolate brand has released four teasers online to give viewers a taste of what’s to come. While it’s not completely clear what the storyline will be, it looks like it will involve Driver, a stunt horse and a dead cowboy.
And if four teaser ads aren’t enough for all of the Snickers enthusiasts out there, no need to fret: the brand will be producing a 36-hour live stream from the set of the commercial. Starting on Feb. 2 at SnickersLive.com, fans will be able to tune in to check out a “variety of content themes, as well as celebrity and social influencer appearances,” according to Snickers.
“Every year we challenge ourselves to find new ways to satisfy our fans hunger for entertainment by delivering something new and breakthrough, and there is no better way than being the first to have a Super Bowl live ad,” said Allison Miazga-Bedrick, Snickers brand director, in a statement. “But the actual ad is only part of the equation – we’re also going to support our 30 second live ad with over 30 hours of original content that we’ll stream live leading up to the Super Bowl.”
The ad will mark Snickers’ third consecutive appearance in the game and its sixth overall. The candy brand’s past two Super Bowl ads have brought Snickers’ “You’re not you when you’re hungry” catchphrase to life – the first featured a hungry Marcia Brady disguised as Danny Trejo, while last year’s starred Willem Dafoe playing the part of a starving Marilyn Monroe. Both were created by BBDO New York.