B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • Anthony Albanese
  • NRL
  • Pinterest
  • State of Origin
  • Thinkerbell
  • AI
  • imaa
  • ARN
  • Meta
  • Federal Election
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Snickers’ Live Super Bowl Spot Went Horribly Wrong
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Snickers’ Live Super Bowl Spot Went Horribly Wrong
Advertising

Snickers’ Live Super Bowl Spot Went Horribly Wrong

Staff Writers
Published on: 7th February 2017 at 10:58 AM
Staff Writers
Share
4 Min Read
SHARE

BBDO New York’s live commercial for Snickers during yesterday’s Super Bowl went horribly wrong, and that was kinda the point.

The ad, which starred Adam Driver (Girls, Star Wars: The Force Awakens and Silence), expanded on Snickers’ tried and tested messaging that you shouldn’t do anything important when you’re hungry— even act. It was pitched as the first ever live advert to run during the third quarter of the big game.

Before the advert went ‘live’, Snickers ambassador and social media influencers got in on the gag:

#SNICKERSLive will be unlike anything I’ve ever seen in my 95
years! Make sure you’re watching during the 3rd quarter! #SB51 #sponsored

— Betty White (@BettyMWhite) February 5, 2017

omg i’m on set right now at the #SnickersLive commercial & omg did y’all see what happened?? #ad https://t.co/hMNEe7tX00

— Tyler Oakley (@tyleroakley) February 6, 2017

hanging out on set at the #SnickersLive super bowl commercial, it’s gonna be so good!! look at the saloon name y’all picked!! #ad ???? pic.twitter.com/HoUd7tYjfS

— Tyler Oakley (@tyleroakley) February 6, 2017

Me and all my friends CAN’T WAIT for the #SnickersLive commercial!!! Tune in at https://t.co/Id8MyTshpz@Snickers#Sponsoredpic.twitter.com/wfQ93Ii68N

— Brodie Smith (@Brodiesmith21) February 6, 2017

Check out the live Snickers’ commercial:

https://youtu.be/_9M_wQDTTdk

A press release early Monday elaborated: “Hunger was the root cause of an off-the-field fumble during the Snickers live Super Bowl LI commercial last night as Adam Driver missed his mark to begin the spot. The mishap demonstrated once more the effects of what can happen when you’re hungry and off your game.”

The #SNICKERSLive #SB51 commercial did not go as planned. We apologize.

— SNICKERS® (@SNICKERS) February 6, 2017

Allison Miazga-Bedrick, Snickers brand director added: “Just as life often imitates art, hunger got the best of Adam Driver. We recognize the Snickers Live Super Bowl Commercial did not go as planned, so we’re issuing a buy one get one free offer for regular Snickers or Snickers Crisper bars at retailers nationwide to help fans prevent hunger mishaps of their own.”

Twitter wasn’t really buying it:

That WAS not live @SNICKERS. That wasn’t even remotely LIVE #SnickersLive … that better not be IT! If so… BOOOO!

— Reid Harris Cooper (@reidhcooper) February 6, 2017

That @SNICKERS ad was hyped as the first live Superbowl ad. It wasn’t the first, and, it wasn’t very good either. #BringBackBetty

— Kristin Comeforo (@brandDR) February 6, 2017

If anyone actually thought that #SnickersLive commercial was actually live, let me tell you about a bridge that’s currently for sale…

— Jonny Fantastico (@JFantastico6) February 6, 2017

If you have to guess at what they were attempting, it’s not effective storytelling. #SuperBowl Sorry #snickerslive https://t.co/bkdFBumFLC

— stephanie smith (@SSmithNYC) February 6, 2017

So #snickerslive was Adam Driver destroying Westworld or? #SuperBowl

— kristina monllos (@kristinamonllos) February 6, 2017

Adam Driver apologised for the failure:

https://youtu.be/UiQFIAQ-Bd8

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: rakuten marketing, shoelaces, Social Media
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Sexual Health & Wellness Company Moments Acquires Christina Zafirov
02/07/2025
European Programmatic Media Service Cognitive AI Launches In APAC
02/07/2025
Enigma Snags Dom Hickey From Howatson+Company For Chief Stratagy Officer Role
02/07/2025
TRP Revs Up ‘Samsonite Vs The Drag Car’ Campaign For Luggage Brand
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?