Snickers Ruin a Live Super Bowl Ad

  • EMOTION INTO ACTION SCORE 81.97
  • YEAR 2017
  • Parent company Mars, Inc.
  • AGENCY BBDO New York
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Food
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Short

Our Opinion

Snickers’s highly anticipated live ad created a lot of hype and excitement leading up to Super Bowl LI. Despite the hype, in the end viewers cared more that the ad was funny and had a surprise ending. Like many other high-scoring ads this year, Snickers intertwined Star Wars star Adam Driver into the plot while still maintaining fluency with their distinctive assets. Overall, this high 4-Star rating’s impact can be traced back to its humour and ability to connect with viewers on this emotional level.