Mars Chocolate North America provided a taste of its Super Bowl commercial for Snickers slated to air the first quarter of the Big Game on Sunday, Feb. 1, on NBC.
Directed by Jim Jenkins of O Positive for BBDO New York, the teaser–a recreation of The Brady Bunch scene in which Marcia Brady is brushing her hair–stars action movie mainstay Danny Trejo as a gruff, hostile version of Marcia who doesn’t at all resemble the girl next door when she’s hungry.
And for the first time in brand history, Snickers is empowering fans to help reveal the full commercial prior to Super Bowl Sunday. Fans can ask to have the spot released early through a number of social media activities, including watching the teaser on SNICKERS YouTube, Facebook or Twitter pages, as well as liking, commenting, sharing or re-Tweeting the video from those platforms. Fans can also utilize the branded hashtag, #eatasnickers. If consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early.
Credits
Client Mars Chocolate North America/Snickers Agency BBDO New York David Lubars chief creative officer, BBDO Worldwide; Greg Hahn, chief creative officer, BBDO NY; Gianfranco Arena, Peter Kain, executive creative directors; Sei Rey Ho, art director; Rich Douek, copywriter; Dave Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Melissa Chester, executive music producer. Production O Positive Jim Jenkins, director; Ralph Laucella, Marc Grill, exec producers. Editorial Arcade Geoff Hounsell, editor; Healy Snow, assistant editor; Kirsten Thon-Webb, producer. Post/VFX The Mill Ben Smith, creative director; Nick Tanner, VFX supervisor; Verity Kneale, exec producer; Carl Walters, producer; Nathan Kane, sr. compositor. Music Q Department Audio Sound Lounge Tom Jucarone, audio post mixer. Lime Studios Loren Silver, voiceover record. Celebrity Talent/Intellectual Property/Music Rights Acquisition The Marketing Arm Brad Sheehan, director, entertainment.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
