When Snickers teased its Super Bowl spot from BBDO NY with footage of Danny Trejo combing his hair and seemingly playing Marcia Brady, the brand promised that they would release the ad in its entirety if it generated 2.5 million social media engagements before the big game on February 1st. With over 2.8 million views on YouTube alone, the video easily cleared the hurdle, and Snickers has now released “The Brady Bunch” in its entirety.
As expected, the ad follows the formula of the brand’s “You’re Not You When You’re Hungry” campaign, with Trejo playing Marcia Brady. Footage from the teaser is not part of the ad, which rather uses actual footage from The Brady Bunch, inserting Trejo into perhaps the show’s most well-known episode — the one where Marcia gets hit by a football. The spot opens on the scene immediately following nosegate, with Trejo (as Marcia) complaining that she can’t go to the school dance looking like that. As expected, the antidote to her grumpiness is a Snickers, but the ad also manages a surprise via a celebrity guest appearance which we won’t disclose here.
While we’re not sure we’d go so far as to call this “one of the funniest Super Bowl ads ever” (as Adweek did), it’s certainly a highlight within the “You’re Not You When You’re Hungry” campaign and promises to be one of the most entertaining ads of this year’s bunch (and a fan favorite) come Sunday. Snickers released a “The Making of The Brady Bunch” feature along with the ad, which we’ve featured below.
Credits:
Client: Snickers
Spot: Brady Bunch
Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
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
Account Executive: Jocelyn Choi
The Marketing Arm: Celebrity Talent, Intellectual Property, Music Rights Acquisition
Director, Entertainment: Brad Sheehan
O Positive: Production Company
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
DP: Trent Opaloch
Arcade: Editorial
Producer: Kirsten Thon-Webb
Editor: Geoff Hounsel
Assistant Editor: Healy Snow
The Mill: Post-Production Effects
Creative Director: Ben Smith
VFX Supervisor: Nick Tanner
Executive Producer: Verity Kneale
Producer: Carl Walters
Senior Compositor: Nathan Kane
Colorist: Fergus McCall
Q Department: Music House
Sound Lounge: Audio Mix (Tom Jucarone)
Lime Studios: Voiceover Record (Loren Silber)