Snickers to hit Super Bowl with live commercial

HACKETTSTOWN, N.J. — Snickers, which is known for its ambitious ad campaigns, is upping the ante this year with a third-quarter live commercial for Super Bowl LI on Feb. 5. The company will be the first brand to conduct a live ad during the big game. “Star Wars Episode VI: The Force Awakens” actor Adam Driver will be starring in the 30-second spot. 

 

“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,” Snickers Brand Director Allison Miazga-Bedrick said. “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.”

 

In a lead-up to the broadcast to get fans excited, Snickers — which has released a series of four trailers for the commercial — will be producing a 36-hour live stream from the set at SNICKERSLIVE.com and on the Snickers Facebook page starting Feb. 2 at noon EST. The brand will also live-stream before, during and after the game on its social channels. 

 

“We're excited to welcome Snickers back to the Super Bowl on FOX,” Fox Networks Group VP advertising sales Bruce Lefkowitz said. “There's no bigger platform for capturing consumers' attention than the Super Bowl, which is the preeminent 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.”

 

This year will be the third in a row that Snickers runs an ad during the Super Bowl and its sixth overall.