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.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
