Mars Chocolate North America provided a taste of its Super Bowl commercial for Snickers slated to air the first quarter of the Big Game on Sunday, Feb. 1, on NBC.
Directed by Jim Jenkins of O Positive for BBDO New York, the teaser–a recreation of The Brady Bunch scene in which Marcia Brady is brushing her hair–stars action movie mainstay Danny Trejo as a gruff, hostile version of Marcia who doesn’t at all resemble the girl next door when she’s hungry.
And for the first time in brand history, Snickers is empowering fans to help reveal the full commercial prior to Super Bowl Sunday. Fans can ask to have the spot released early through a number of social media activities, including watching the teaser on SNICKERS YouTube, Facebook or Twitter pages, as well as liking, commenting, sharing or re-Tweeting the video from those platforms. Fans can also utilize the branded hashtag, #eatasnickers. If consumers generate 2.5 million social media engagements before kick-off on Feb. 1, Snickers will release the entire 30-second spot early.
Credits
Client Mars Chocolate North America/Snickers Agency BBDO New York David Lubars chief creative officer, BBDO Worldwide; Greg Hahn, chief creative officer, BBDO NY; Gianfranco Arena, Peter Kain, executive creative directors; Sei Rey Ho, art director; Rich Douek, copywriter; Dave Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Melissa Chester, executive music producer. Production O Positive Jim Jenkins, director; Ralph Laucella, Marc Grill, exec producers. Editorial Arcade Geoff Hounsell, editor; Healy Snow, assistant editor; Kirsten Thon-Webb, producer. Post/VFX The Mill Ben Smith, creative director; Nick Tanner, VFX supervisor; Verity Kneale, exec producer; Carl Walters, producer; Nathan Kane, sr. compositor. Music Q Department Audio Sound Lounge Tom Jucarone, audio post mixer. Lime Studios Loren Silver, voiceover record. Celebrity Talent/Intellectual Property/Music Rights Acquisition The Marketing Arm Brad Sheehan, director, entertainment.
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
