Snickers has rolled out a sneak peek teaser for its new Super Bowl 50 commercial, the latest addition to the “You’re Not You When You’re Hungry” campaign from BBDO New York.
Directed by Jim Jenkins of O Positive, the teaser features a hungry Marilyn Monroe preparing to reprise her iconic “Happy Birthday” performance–although with a far less seductive voice.
Titled “Happy Birthday,” the teaser only hints at what’s to come during Super Bowl 50. The full 30-second commercial will air during the first quarter of the big game on Super Bowl Sunday.
Credits
Client Snickers Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Scott Mahoney, Dan Oliva, creative directors; Jimmy Morrissey, art director; Joey Henson, copywriter; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Alex Gianni, executive producer; Melissa Chester, executive music producer. Production O Positive Jim Jenkins, director; Ralph Laucella, Marc Grill, exec producers; Mauro Fiore, DP; Jason Edmonds, DP. Celebrity Talent and IP Rights Acquisition The Marketing Arm Brad Sheehan. Editorial MackCut Mike Leuis, editor; Jimmy Hayhow, Flame artist; Joseph Miller, assistant Flame artist; Sasha Hirschfeld, exec producer; Sabina-Elease Utley, post producer; Sam Shaffer, sound designer/mixer. Post/VFX The Mill Adam Isidore, exec producer; Michael Scarcella, producer; Fergus McCall, colorist. Music Storefront Music Adam Elk, John “Scrapper” Sneider, arrangers; Alex Fulton, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
