People smash talking dolls that recite things nobody wants to hear again -- "I think your sister's pretty" -- before Snickers offers new Cruncher extension as a substitute for violence. The accessible humor feels recognizably BBDO, which had more than a dozen other ads in the Super Bowl that year, although the dig at Budweiser's "Whassup" campaign is a little sharper and less expected. (The audience was sure to catch the joke, with two "Whassup" installments in the 2001 Super Bowl, "Whassup Come Home" and "What Are You Doing?")
Mars Inc. bought two ads in Super Bowl XXXV for the Cruncher (see also "Car Alarm"), which added crispy rice to the standard Snickers. Although Snickers has been a semi-regular presence in the Super Bowl over the years, it followed Super Bowl XXXV with five years off -- then returned with 2007's problematic "Mechanics."