Super Bowl

Butterfinger Announces Return to Super Bowl With Periscope Skydiving Stunt

Nestle Candy Brand's 'Bolder than Bold' Campaign Will Be Featured in 30-Second Spot

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Butterfinger's skydiver.
Butterfinger's skydiver. Credit: Nestle
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Butterfinger announced its return to the Super Bowl and a new "Bolder than Bold" campaign with a skydiving stunt that aired on Periscope on Tuesday.

The Nestle brand will return to the Super Bowl with a 30-second spot during the third quarter of the game set to be created by WPP's Santo and directed by Armando Bo, co-writer of the movie "Birdman."

The Periscope airing, the brand's first, left some viewers wondering what the news was. First, viewers looked at a video of a box of Butterfinger candy bars, with no voices or music. Then, a sky diver swooped in and landed well beyond a Butterfinger banner on the ground. Later, nearly five minutes into the airing, the sky diver walked onto the banner and announced the plans for a "Bolder than Bold big game ad." Plus, at least for some viewers (including this reporter), the video had to be reloaded multiple times.

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Nestle said Butterfinger remains its only brand to advertise during the Super Bowl. Butterfinger first appeared in the 2014 game with a spot for its Butterfinger Peanut Butter Cups.

"Today's announcement is just the first step in Butterfinger's quest to take bold and make it even bolder in a way that is guaranteed to make you laugh," Kristen Mandel, Butterfinger brand manager, said in a statement.

According to Butterfinger, sky diver Carson Schram of NorCal Skydiving did a 12,000-foot free fall before announcing the ad plans. The spot set to air during the Feb. 7 game will focus on the new "Bolder than Bold" brand message.