BBDO New York Teases Live Super Bowl Spot for Snickers Starring Adam Driver

By Erik Oster 

After BBDO New York 2015’s  “The Brady Bunch” Super Bowl spot for Snickers starring Danny Trejo, arguably one of that year’s biggest highlights, last year’s “Marilyn” ad with Willem Dafoe was something of a letdown. This year, the agency has something very different in store for the brand’s third consecutive big game spot: the first-ever live Super Bowl ad.
The spot will be performed live during the first ad break of the third quarter and star Adam Driver, of Star Wars: The Force Awakens fame. But the stunt goes further than that, as a 36-hour livestream from the set of the spot will precede its airing. Snickers unveiled teasers for its big game ad today, with the horses and dead cowboy auditions hinting at what kind of theme we can expect on February 5. Unsurprisingly, it also seems we can expect BBDO New York to take a comedic tone for the brand.

“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,” Snickers brand director Allison Miazga-Bedrick told Adweek.

According to Snickers, the spot will be part of a “fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during and after Super Bowl LI.”

“We’re excited to welcome Snickers back to the Super Bowl on Fox,” added Fox Networks group executive vice president, advertising sales Bruce Lefkowitz. “As this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology.”