A giant Snickers is cure for the world's ills in candy bar’s Super Bowl spot

Brand suggests it can fill humanity's dark hole of despair in humorous ad from BBDO N.Y. and AMV BBDO

Published On
Jan 29, 2020

Editor's Pick

After a decade of a “You’re Not You When You’re Hungry” messages, Snickers has decided it's not mere individuals who need the candy bar. It's the entire world.

That’s the premise of Snickers’ latest Super Bowl spot. In the commercial, the brand highlights some troubling issues in today’s world, from grown men riding scooters to parents naming children after produce to, yes, politics. These things, Snickers resolves, might be fixed by burying a giant Snickers bar in the ground.

The longer version of the spot, released Wednesday, features people singing about today’s troubles and culminates in a growing group of participants watching as a helicopter lowers a massive Snickers bar into a giant hole in the ground. In case you missed it, a giant hole was being dug in trailers for the Super Bowl spot.

“It’s a dumb thing to do, but if it works, we all win,” the group declares. (This is no Coca-Cola “Hilltop,” but there is a group of people gathering and singing on a grassy patch of land. Interpret it as you wish.) 

A 30-second version of the commercial will run during the third commercial break in the first quarter of the Super Bowl. It comes from BBDO New York and AMV BBDO.

There is at least one way the world wins with the hole: A pair of would-be social media influencers find themselves put in their place, as actor Luis Guzmán notes toward the end of the spot. Miranda Cosgrove, Charlotte Flair and Bill Walton also appear in the longer version. 

Credits

Date
Jan 29, 2020
Client:
Snickers
Agency:
BBDO-New York
Agency:
AMV BBDO
VP of Marketing:
Tanya Berman
Brand Director:
Josh Olken
Sr. Brand Manager:
Martin Terwilliger
Head of Social Media & Digital Content at the Hive:
Michael Italia
Head of Social Creative at the Hive:
Seth Dager
Social Media Strategist at the Hive:
Betsy Magilnick
Global VP:
Rankin Carroll
Global Brand Director:
Dale Green
Chief Creative Officer:
David Lubars
Chief Creative Officer:
Greg Hahn
Chief Creative Officer:
Alex Grieve
Creative Director/Writer:
Scott Mahoney
Creative Director/Art Director:
Dan Oliva
Art Director:
Alan Wilson
Writer:
Diccon Driver
Creative Director:
Charlotte Adorjan
Creative Director:
Matt Swinburne
Executive Creative Director:
Gianfranco Arena
Executive Creative Director:
Peter Kain
Copywriter:
Larissa Magera
Art Director:
Morgan Hoff
EVP Director of Integrated Production:
David Rolfe
EVP Group Executive Producer :
Amy Wertheimer
Associate Producer:
Sarah Knowlton
Music Producer:
Julia Millison
Music Producer:
Melissa Chester
Business Manager:
Paul Cisco
CEO & President:
Kirsten Flanik
EVP Global Business Leader:
Susannah Keller
Vice President Global Business Lead:
Julien Lemoine
EVP Senior Account Director:
Lisa Piliguian
VP Account Director:
Tani Corbacho
Account Manager:
Elizabeth O'Connor
Account Executive:
Jacob Plastina
Client Partner:
Richard Moloney
Senior Account Director:
Luke Slater
Board Account Director:
Philippa Field
Chief Marketing Officer:
Crystal Rix
SVP Group Director Behavioral Planning:
Annemarie Norris
Group Planning Director:
Christina Stoddard
Comms Planning Director:
Brian Brydon
Strategy Director AMV:
Nicola Willison
Talent Agency:
The Marketing Arm
Celebrity Talent Acquisitions:
Brad Sheehan
Production Company:
MJZ
Director:
Tom Kuntz
President:
David Zander
Senior Executive Producer:
Eriks Krumins
Producer:
Emily Skinner
Director of Photography:
Linus Sandgren
Production Designer:
Brock Houghton
Editorial:
Mackenzie Cutler
Editor:
Gavin Cutler
Editor:
Pamela Petruski
Assistant Editor:
Megan Heard
Executive Producer:
Gina Pagano
Mix:
Heard City
Mixer:
Keith Reynaud
Color:
Company 3
Colorist:
Tim Masick
VFX:
The Mill
Creative Director:
Phil Crowe
Executive Producer:
Anastasia Von Rahl
Producer:
Melanie Roy
Coordinator:
Bret Aros
3D Lead:
Dan Warom
2D Lead:
Tim Crabtree
Assistant:
Kai Tsai
Assistant:
Remedy Huynh
Music:
We Are Walker
Senior Executive Producer:
Sara Matarazzo
Executive Producer:
Abbey Hendrix
Hispanic Agency:
Third Ear
Executive Creative Director:
Serge Flores
Senior Copywriter:
Rene Gardner
Senior Copywriter:
Javier Peraza
Group Account Director:
Rina Tiffer
Senior Account Executive:
Meredith McBroom
Senior Producer:
Michael McLaughlin

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