Snickers is running a Super Bowl advertising campaign claiming that the world is out of sorts and needs to be fixed. Evidence presented includes grown-ups riding scooters, parents who text dirty pics, babies named after produce, devices that listen to your conversations, new forms of milk, demented auto-correct, The solution? A great big hole and great big Snickers bar. As a crowd gathers in song to watch, a giant Snickers is fed to the Earth in a grand attempt to fix the world. The spot ends with some evidence that SNICKERS’ plan just may be working. Teasers for the campaign feature people telling us why they’re digging the giant Some people think it’s OK to use a phone on speaker phone in public. One digger’s 32 year old son still lives at home. A Spanish-speaking digger digs because her mother has whole conversations in the comments section of her post. The Snickers solution is dumb, so dumb we might win! A selfie-taking couple’s demise leads to the thought that the plan is working, voiced by a character played by Luis Guzmán. The Snickers Twitter channel ran a series of Tweets during the Super Bowl game, taking credit for encouraging events, with the hashtag #SnickersFixtheWorld.
“This new ad marks the latest evolution of our award-winning ‘You’re Not You’ campaign,” said Josh Olken, brand director, Snickers. “Since the first Super Bowl spot 10 years ago, we’ve shown the power of Snickers to satisfy when you’re out of sorts. Our attempt to ‘fix the world’ is a new angle, and our biggest yet: When the world itself is out of sorts, maybe it just needs a Snickers.”
Save The World Credits
The Save The World campaign was developed at BBDO New York and AMV BBDO by chief creative officers David Lubars (global), Greg Hahn (NY) and Alex Grieve (AMV BBDO), executive creative directors Giangranco Arena and Peter Cain, creative directors (AMV BBDO) Charlotte Adorjan and Matt Swinburne, creative director/writer Scott Mahoney, creative director/art director Dan Oliva, copywriter Alan Wilson, art director Diccon Driver, copywriter Larissa Magera, art director Morgan Hoff, director of integrated production David Rolfe, group executive producer Amy Wertheimer, associate producer Sarah Knowlton, music producers Julia Millison and Melissa Chester, business manager Paul Cisco, CEO Kirsten Flanik, global business leader (Mars) Susannah Keller, global business lead Julien Lemoine, senior account director Lisa Piliguian, 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, group director, behavioural planning Annemarie Norris, group planning director Christina Stoddard, comms planning director Brian Brydon, strategy director Nicola Willison, working with Mars VP of Marketing Snickers Tanya Berman, brand director Josh Olken, senior brand manager Martin Terwilliger, global VP chocolate category Rankin Carroll, global brand director Dale Green, head of social media & digital content Michael Italia, head of social creative Seth Dager, social media strategist Betsy Magilnick
Talent was managed at The Marketing Arm, Brad Sheehan and Celebrity Talent Acquisitions.
Filming was shot by directors Tom Kuntz via MJZ with director of photography Linus Sandgren, president David Zander, senior executive producer Eriks Krumins, producer Emily Skinner, production designer Brock Houghton.
Editors were Gavin Cutler and Pamela Petruski at Mackenzie Cutler with assistant editor Megan Heard, executive producer Gina Pagano.
Sound was mixed at Heard City by mixer Keith Reynaud.
Colorist was Tim Masick at Company 3.
Visual effects were produced at The Mill by creative director Phil Crowe, executive producer Anastasia Von Rahl, producer Melanie Roy, coordinator Bret Aros, 3D lead Dan Warom, 2D lead Tim Crabtree, assistants Kai Tsai and Remedy Huynh.
Music was produced at Walker Music by senior executive producer Sara Matarazzo, executive producer Abbey Hendrix.
Hispanic work was done at Third Ear by 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.