Snickers has released teaser trailers featuring, among other things, horses and cardboard cutouts.
Snickers will become the first brand to show a live commercial during the Super Bowl.
The milestone moment will be performed and broadcast at the 51st Super Bowl in Houston, Texas on 5 February. Created by advertising agency BBDO New York, it features Hollywood actor Adam Driver and Snickers has promised ‘a showdown, stunt horses, and some other stuff we’re still thinking of’.
It has released a series of teaser trailers, showing the casting sessions of a white horse alongside a cardboard cut-out Driver.
Snickers brand director Allison Miazga-Bedrick said: “Every year we challenge ourselves to find new ways to satisfy our fans’ hunger for entertainment by delivering something new and breakthrough, and there is no better way than being the first to have a Super Bowl live ad. But the actual ad is only part of the equation – we’re also going to support our 30-second live ad with over 30 hours of original content that we’ll stream live leading up to the Super Bowl.”
The new spot marks the third consecutive year in which the brand will advertise during the Super Bowl, and the brand’s sixth appearance overall.
The commercial is part of a fully integrated campaign to reinforce its association with hunger satisfaction, following on from previous global taglines including ‘you’re not yourself when you’re hungry’.
Bruce Lefkowitz from broadcaster Fox said: “We’re excited to welcome Snickers back to the Super Bowl on Fox. There’s no bigger platform for capturing consumers’ attention than the Super Bowl, which is the pre-eminent live event on television, and as this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology.”
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