Everything Went Wrong on Purpose in Snickers’ Live Super Bowl Spot

From BBDO in New York

The live spot aired during the third quarter. Snickers
Headshot of Kristina Monllos

Snickers worked to promote a new kind of Super Bowl ad this year: a live one.

The effort from creative shop BBDO in New York leaned into Snickers’ core brand messaging—that you shouldn’t do anything important when you’re hungry—with an ad that falls apart just as it starts.

Adam Driver, of Girls and Star Wars fame, stared in the Western-themed spot which aired during the third quarter of the Big Game. He, of course, ruins everything because he’s hungry, destroying the set of the ad.

The ad was pitched as the first live ad to run during the game but some fans aren’t buying the gimmick.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.