For the first time in brand history, Snickers is releasing its full Super Bowl commercial before the Big Game. The decision comes after giving consumers the power to help reveal the full 30-second spot by reaching 2.5M social media engagements before kick off.
The spot features a very hungry Marsha Brady, portrayed by movie star Danny Trejo, throwing an uncharacteristic tantrum until given a Snickers by her parents. Marsha returns back to everyone’s favorite girl next door, while fans experience another enjoyable moment with surprise actor Steve Buscemi playing Jan.
Created by BBDO New York, this is the latest spot in the brand’s successful “You’re Not You When Your Hungry” campaign. Jim Jenkins of O Positive directed the commercial, which is titled “Brady Bunch.”
Credits
Client 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; Dave Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Melissa Chester, executive music producer; Crystal Rix, group planning director; Alaina Crystal, planner. The Marketing Arm: Celebrity Talent, Intellectual Property, Music Rights Acquisition Brad Sheehan, director, entertainment. Production O Positive Jim Jenkins, director; Ralph Laucella, Marc Grill, exec producers; Trent Opaloch, DP. Editorial Arcade Geoff Hounsell, editor; Kirsten Thon-Webb, producer; Healy Snow, assistant editor. Post/VFX The Mill Ben Smith, creative director; Nick Tanner, VFX supervisor; Verity Kneale, exec producer; Carl Walters, producer; Nathan Kane, sr. compositor; Fergus McCall, colorist. Music Q Department Audio Post Sound Lounge Tom Jucarone, audio mix. Lime Studios Loren Silber, voiceover record.
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.)
