BBDO NY Teases Snickers’ Super Bowl Spot

By Erik Oster 

Snickers has released a teaser of its Super Bowl spot from BBDO New York, apparently a continuation of the agency’s ongoing “You’re Not You When You’re Hungry” campaign.

The teaser features Danny Trejo as Marsha Brady, angrily brushing his hair and counting each brushstroke as Mrs. Brady calls from downstairs, giving a pretty clear indication of the direction the full 30-second ad will take. Snickers’ ad will mark the brand’s first Super Bowl appearance since 2011, as Mars has instead opted to plug its M&Ms brand during the big game for the past few years. Interestingly, Snickers has promised to release the complete ad early if it generates enough interest.

“Fans can ask to have the spot released early through a number of social media activities, and if consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early,” the brand told Adweek.