Mars threw out its standard playbook for its Super Bowl ad this year. The company ran the usual 30-second spot for its Snickers brand during the game but with a twist: It was live.
The ad featured actor Adam Driver in a Western-themed setting in which everything went wrong, including flubbed lines, missed cues, and a scenery implosion. It was all scripted, of course, and got across Snickers’ long-running “you’re not you when you’re hungry” messaging.
To get maximum bang out of the effort, Snickers had presented a 36-hour live stream on Facebook Live. “We know that advertising is about being noticed and being relevant,” said Berta De Pablos-Barbier, VP of marketing at Mars Chocolate North America, in an interview with CMO.com. “The relevant part is [why we went] live, not only with Facebook, but with other platforms.” She claimed that the brand engaged with about 1 billion people before the Super Bowl.