Snickers set to kick off Super Bowl ad campaign

HACKETTSTOWN, N.J. Mars said will satisfy fans' hunger for a laugh with its new advertising campaign that debuts during the first commercial break of Super Bowl XLIV.

The first spot of the campaign, called "Game," features actors Betty White and Abe Vigoda. The spot proves that "you're not you when you're hungry," and reminds consumers that SNICKERS continues to satisfy hunger. Following this debut, a second spot called "Divas" will air in late February featuring international superstars Aretha Franklin, among others.

"There's no better environment to introduce Snickers new advertising campaign than the Super Bowl, with its massive and truly engaged audience," said Carole Walker, VP integrated marketing communications at Mars. "The brand's new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game."

The new campaign, which will include a series of print, television, cinema and digital advertisements, was created by BBDO New York. Additional advertisements will begin appearing in late February 2010.