If Coke’s Unity Anthem ‘Hilltop’ Had a Cynical Sibling, It Would Be This Delightful Snickers Super Bowl Ad

A most pleasing not-quite-a-remake from BBDO NY to fix the world

people standing at the edge of a giant hole
Feeding the earth ... a Snickers bar? Mars, Inc.
Headshot of Doug Zanger

Still taught in classes to this day, Coca-Cola’s iconic “Hilltop” ad remains one of advertising’s most compelling beacons of marketing lighting up an otherwise boring world. If Coca-Cola created that ad today, it might look different, but not quite as cynically delicious as Snickers’ Super Bowl ad.

“Hilltop” is the overachieving kid of the family, and #SnickersFixTheWorld is the sibling that skated by getting mostly Bs (with a few Cs peppered in for good measure) and managed to hide the weekend party thrown while the parents were away.

In other words, it’s a glorious ad that fits right in with the joyfully snarky repertoire that the brand and its agency, BBDO New York, are known for. Clocking in at a little over a minute (there will be a 30-second spot in the game), some of the world’s most puzzling ills are put into musical relief.

Grown men riding scooters, mom sending naughty selfies, parents naming a child Kale, funky autocorrect, politics and privacy all get skewered in anthemic form. But where the comparisons to Coca-Cola’s classic get a little more apparent is the hundreds of people singing together as they walk toward a massive hole in the ground (this explains the teasers) intending to feed the earth a Snickers bar.

Directed by Tom Kuntz, BBDO New York brought in talent from the wider network including AMV BBDO to take part in the fun.

Will chocolate, caramel, nougat and peanuts fix a cranky world’s problems? Probably not, but it’s a nice thought. There’s a fun payoff at the end that involves a selfie stick, and a welcome appearance from prolific character actor Luis Guzman. And don’t blink or you’ll miss cameos from actress Miranda Cosgrove, WWE star Charlotte Flair and delightfully loopy NBA icon Bill Walton.

It’s a unique way to keep the momentum rolling on the brand’s iconic positioning, “You’re Not You When You’re Hungry,” celebrating its 10th anniversary (has it been that long?) Additionally, it so happens that the Snickers brand has been around for 90 years.

“This new ad marks the latest evolution of our award-winning ‘You’re Not You’ campaign,” said Josh Olken, brand director of 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.”

Wouldn’t that be nice? And it sure will be interesting to see what happens with the digital extensions of the campaign, which includes some social action from some of the celebs who have participated in the campaign over the years.

The brand is out there now with #SnickersFixTheWorld, and it’s highly likely that most people will get the joke while others will continue to be miserable—nothing a Snickers bar can’t fix.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the commercials anywhere.


“Snickers Fixes The World”

Client: Mars Chocolate North America
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
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: Director
David Zander: President
Eriks Krumins: Senior Executive Producer
Emily Skinner: Producer
Linus Sandgren: Director of Photography
Brock Houghton: Production Designer

Editorial: Mackenzie Cutler

Gavin Cutler: Editor
Pamela Petruski: Editor
Megan Heard: Assistant Editor
Gina Pagano: Executive Producer

Mix: Heard City

Keith Reynaud” Mixer

Color: Company 3

Tim Masick: Colorist

VFX: The Mill

Phil Crowe: Creative Director
Anastasia Von Rahl: Executive Producer
Melanie Roy: Producer
Bret Aros: Coordinator
Dan Warom: 3D Lead
Tim Crabtree: 2D Lead
Kai Tsai: Assistant
Remedy Huynh: Assistant

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

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.