Snickers is planning the first live commercial ever to air during the Super Bowl; the spot will star Adam Driver (Girls, Star Wars: The Force Awakens and Silence), a stunt horse, a showdown and other less famous actors.
The 30-second spot, by BBDO New York, will be performed live in the first ad slot of the third quarter during the telecast. The stunt will be preceded by a 36-hour livestream from the set of the commercial.
Snickers unveiled four teaser spots for the project:
“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,” said Snickers brand director Allison Miazga-Bedrick.
“We’re excited to welcome Snickers back to the Super Bowl on Fox. As this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology,” said Bruce Lefkowitz, Fox Networks group executive vice president, advertising sales.