Snapchat will make its Super Bowl debut with an unfiltered message urging audiences to consider the platform as a safer and more authentic alternative to toxic social media.
The ad, created in-house, originally debuted during the Grammys on Feb. 4, but a 30-second version will run during the fourth quarter of the Big Game on Feb. 11.
“Less Social Media. More Snapchat” positions Snapchat as a space to make real connections, a bold play to differentiate the brand from platforms such as Instagram, which is often associated with glossy influencer content or online bullying.
The frenetic spot features a carousel of images and copy taking the audience on a journey of social media users sharing images of themselves in a quest for more likes and followers.
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