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BBDO New York’s live commercial for Snickers on last night’s Super Bowl was certainly the most conceptually pretzel-like spot on the game.
The live aspect was a central piece of the concept. But then the brand added a second self-referential layer, in which the high-stakes stunt goes wrong because the people making it are hungry (in keeping with the candy brand’s long-standing “You’re not you when you’re hungry” positioning).
That was a lot to absorb in 30 seconds, and it left many viewers wondering what they had just seen.