Snickers to Turn Super Bowl Ad Into Live Event

It’s that time again!

Super Bowl 51 kicks off on Sunday, February 5th for American viewers. Around 100 million are expected to tune in, many of whom aren’t interested in the game at all. They’re just there to watch the ads.

26% of viewers say the commercials are the best part of the Super Bowl, and there would be few outside of the game’s fan base that would argue with them. With 30 second slots going for $5 million during last year’s game, it’s no surprise to see brands using the opportunity to create not just a marketing tool, but an experience that people will talk about for years to come.

On this front, Snickers have consistently delivered iconic spectacles over the last decade. Most notable of all, perhaps, was their 2010 clip starring Betty White.


This year, they’re upping the ante. Not only will the 2017 ad, featuring Girls and Star Wars star Adam Driver, be shown live during the third quarter, but it will be preceded by a 36-hour livestream direct from the set.

The first of its kind, the live ad poses a significant challenge both creatively and technically, and is sure to be remembered no matter the outcome.

“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,” says brand director Allison Miazga-Bedrick.

Little is known about the project at this time, but Snickers have released a collection of clever teasers that hint at a Western theme.





Snickers won’t be the only ones trying something new this year. Hyundai have announced they will be filming their commercial during the game, before it airs during the final quarter. The piece will feature off-the-field moments recorded at Super Bowl City, a free nine-day festival in Houston that starts on January 28th. It will be directed by Peter Berg, whose previous work includes high school football drama Friday Night Lights.

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