Snickers fans are in for a retro treat during this year’s big game — or maybe sooner if they’re determined enough.
Mars Chocolate North America released a teaser of Snickers's upcoming Super Bowl ad, and if it gets enough engagement on social media they have vowed to release it early.
The 30-second spot promises to be "a very special episode" of the Brady Bunch. The 20-second teaser recreates Marcia Brady's famous hair brush scene, featuring action star Danny Trejo as Marcia, looking hungry and not at all like herself.
The BBDO New York-created commercial is part of Snickers’ "You're Not You When You're Hungry" campaign, reminding fans that Snickers always satisfies hunger.
"It's not every day that my agent calls and says I've been asked to play Marcia Brady," says Trejo, a longtime Hollywood veteran known for his roles in action flicks. "But as soon as I found out it was for Snickers, I knew it would be a blast and something fans are going to appreciate."
The campaign began in 2010 when Snickers debuted a commercial in the Super Bowl XLIV. Since then, the brand has featured dozens of other celebrities and athletes in similar videos.
For the first time, though, fans can engage with Snickers through social media for an early commercial release. The brand is asking viewers to watch the teaser on Youtube, Facebook and Twitter, as well as to like it, comment on it, and share it. They can also use the hashtag #eatasnickers to join the discussion. If fans can generate 2.5 million social engagements before the kickoff on Feb. 1, Snickers will release its ad early.
"This is just a taste of what America should expect from Snicker’s on Super Bowl Sunday," says Allison Miazga-Bedrick, Director, Snickers brand. "The Brady's are a great addition to the 'You're Not You When You're Hungry' campaign because they're a beloved iconic family that has broad consumer appeal. This ad features a little something for everyone, and we're confident it will satisfy fans' hunger for a laugh."