Horseless Headsman Fails to Frighten Until He's Had a Snickers

Snickers had a Halloween hit a few years back with the grocery-lady spot, in which a couple of kids put the scare on a candy-shopping mom. Now, it's Halloween time again—a crucial few weeks for candy marketers—and Snickers and BBDO New York are back with their latest confection, featuring a character who's got it backwards: Instead of a Headless Horseman, he's a Horseless Headsman. The floaty head—played by Ezra Buzzington—is disturbing, though not to the ad's jaded trick-or-treaters, who question what he's supposed to be.