Snickers is back in the Super Bowl for 2020 to celebrate the 10th anniversary of the award-winning “You’re Not You When You’re Hungry” campaign, which aired during Super Bowl XLIV in 2010.
“We have a lot to celebrate this year—the new ad not only honors the 10th anniversary of one of the most well-known campaigns in advertising history, but also marks the 90th anniversary of the iconic Snickers candy brand,” said Josh Olken, Snickers’ brand director.
After sitting out of the Big Game the last two years, the spot by BBDO New York will mark the sixth time the Mars-owned classic has been in Super Bowl in the past decade.
For its last Big Game appearance, Snickers teamed up with actor Adam Driver for a live Super Bowl spot, also produced by BBDO New York. The stunt included a 36-hour livestream of the set leading up to the 30-second ad’s third-quarter time slot, and, because Driver was hungry, things didn’t go well. He came back the next day to apologize, but, of course, that didn’t go very well either.
That spot marked the third straight Super Bowl for Snickers, following two well-received 30-second spots featuring other celebrity actors: Danny Trejo in 2015 and Willem Dafoe in 2016.