This year, Snickers released its Super Bowl commercial early for the first time ever thanks to a swell in requests from fans on social media.
Earlier in January, the company released a teaser of its spot, featuring Danny Trejo as girl-next-door Marcia Brady, and promised to unveil the full commercial before the Super Bowl kickoff if fans could generate 2.5 million social media engagements.
The fans succeeded.
Mars released its "You're Not You When You're Hungry" spot three days before the kickoff. The commercial, which also ran during the Super Bowl, shows that even the Brady Bunch can become out of sorts when hungry. Danny Trejo as Marcia Brady throws a fit in the family's iconic living room, but a Snickers bar from her parents, Carol and Mike, transform her back into her girl-next-door self.
The spot goes on to show Marcia's sister Jan, played by actor Steve Buscemi, transformed into a whiner by hunger.
"We've learned that Super Bowl season extends well beyond the game, which is why we gave the keys to our fans to unlock the commercial early," says Allison Miazga-Bedrick, director, Snickers. "Since we released a teaser of the commercial on Jan. 21, millions of consumers have rallied and requested to see the full spot. It's even more proof of the power of our brand and this campaign."