Created by BBDO New York, this Snickers’ Super Bowl spot entitled “Marilyn” goes back to 1955 (even leveraging the candy bar’s packaging of the 1950s) and features a hungry Marilyn Monroe on the set of the classic film The Seven Year Itch. In the :30, the hungry blonde bombshell transforms into a cranky version of herself, played by actor Willem Dafoe.
The latest iteration of “You’re Not You When You’re Hungry” campaign, this spot–directed by Jim Jenkins of O Positive–also includes Eugene Levy in the role of a stage hand who’s charged with the task of making Marilyn’s dress flap in the wind above a New York City subway grate, an iconic cinema scene.
VFX house was The Mill. Ian MacKenzie of Mackcut edited the :30 with music from Storefront Music.
The :30 will air during the first quarter of the Big Game on Super 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; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Alex Gianni, executive producer; Melissa Chester, executive music producer. Celebrity Talent and IP Rights Acquisition Brad Sheehan, The Marketing Arm Production O Positive Jim Jenkins, director; Ralph Laucella, Marc Grill, exec producers; Mauro Fiore, DP; Jason Edmonds, production designer. Editorial Mackcut Ian MacKenzie, editor; Sasha Hirschfeld, exec producer; Sabina-Elease Utley, producer; Mike Leuis, assistant editor; Sam Shaffer, sound design. Audio Post Heard City Keith Reynaud, mixer; Gloria Pitagorsky, exec producer. Music Storefront Music Adam Elk, John “Scrapper” Sneider, arrangers; Darien Scott Shulman, Doug Katsaros, composers; Alex Fulton, producer. Post/VFX The Mill New York Adam Isidore, exec producer; Michael Scarcella, producer; Nathan Kane, VFX supervisor/2D lead artist; Heather Kennedy, 2D artist; Aran Quinn, designer; Fergus McCall, colorist.
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.
