Marcia, Marcia, Marcia!
Jan Brady would be shocked to see how grumpy her sister has become in Snickers’ teaser for its Brady Bunch-themed Super Bowl ad. Indeed, she’s so grumpy that she’s turned into Danny Trejo, angrily brushing her hair (and counting the brushes, as the character used to do) in front of a mirror as her mother calls from downstairs.
The full 30-second spot, by BBDO New York, is expected to continue the brand’s “You’re Not You When You’re Hungry” campaign—so apparently Marcia is so hungry, she’s acting like Robert Rodriguez’s favorite anti-hero.
This will be Snickers’ first Super Bowl spot since 2011, taking the place of M&M’s, which has enjoyed Mars’ slot in the Big Game spotlight in each of the past three years. Snickers’ 2011 spot starred Roseanne Barr and Richard Lewis. Its 2010 spot famously had Betty White playing football—it was one of the most-liked ads of that game, and is generally credited with reviving the actress’s career.
Not everyone loves Super Bowl teasers and full ads being released early—many think it spoils the surprise. But Mars is assuming enough people will want to see the full Trejo spot early that it’s made a little contest out of it.
“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 tells us.