Stare Too Long at Snickers’ Marilyn Billboard, and You Get a Scolding From You-Know-Who

Digital board uses facial recognition to extend Super Bowl idea

Here's a nifty bit of tech-fueled out-of-home advertising from Snickers and BBDO New York, extending the candy bar's Marilyn Monroe-themed Super Bowl campaign.

In April, the agency set up a digital board in New York City showing the famed actress with her skirt blowing over a subway grate—a reference to the famous scene from 1955's The Seven Year Itch, which was also the theme of the brand's Super Bowl spot in February.

But this billboard also had a sneaky facial recognition camera to gauge the reaction from passersby. And we all know it's rude to stare, right? Check out the video to see what happened when folks lingered a bit too long:

It's a fun interactive execution, even if, conceptually, it's a bit at odds with what the whole "You're Not You When You're Hungry" campaign is about. (Here, Marilyn gets grumpy at being gawked at, not because she's hungry.)

It's timely, too. Monroe, who died in 1962 at age 36, would have turned 90 on Wednesday. 

CREDITS
Client: Snickers

Agency: BBDO New York
David Lubars: Chief Creative Officer, BBDO Worldwide
Greg Hahn: Chief Creative Officer, BBDO New York
Gianfranco Arena: Executive Creative Director
Peter Kain: Executive Creative Director
Scott Mahoney: Creative Director
Dan Oliva: Creative Director
Joey Henson: Copywriter
Jimmy Morrissey: Art Director
David Rolfe: Director of Integrated Production
Amy Wertheimer: Group Executive Producer
Alex Gianni: Executive Broadcast Producer
Neely Lisk: Executive Producer
Koji Yahagi: Director of Photography
Jeff Reagan: Production Assistant

Kirsten Flanik: Managing Director
Susannah Keller: Global Account Director
Joshua Steinman: Account Director
Tani Corbacho: Account Manager
Jocelyn Choi: Account Executive
Annemarie Norris: Group Planning Director
Alaina Crystal: Planning Director
Sean Stogner: Senior Communications Planner

Celebrity Talent and IP Rights Acquisition: Brad Sheehan, The Marketing Arm

Experiential Production Company: Pearl Media
Anthony Petrillo: Executive Producer
Daniel Odham: Producer
Jennifer Ohs: Creative Technologist

Editorial/Post Production: EG+
Renee Haar: Director of Post Production
Amy Feldman: Post Producer
Tim Jansen: Editor
Harry Nelson: Assistant Editor
John Cabrera: Audio Engineer