Snickers Debuts Campy, Celeb-filled Ad Campaign During Super Bowl

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Snickers Debuts Campy, Celeb-filled Ad Campaign During Super Bowl

Mars Chocolate North America’s Snickers brand satisfied fans’ hunger for humor with an ad that debuted during the first commercial break of Super Bowl XLIV. The new spot, called “Game,” which features beloved TV actors Betty White and Abe Vigoda and contains the tagline “you’re not you when you’re hungry,” reminds consumers to grab a Snickers bar when they feel famished. A second spot, called “Road Trip” and starring music legend Aretha Franklin, among others, is due later this month.

“There’s no better environment to introduce Snickers’ new advertising campaign than the Super Bowl, with its massive and truly engaged audience,” said Carole Walker, VP of integrated marketing communications at Hackettstown, N.J.-based Mars Chocolate North America. “The brand’s new advertising is funny, iconic and sure to be part of the national conversation that takes place during and after the game.”

Created by BBDO New York, the campaign encompasses print, television, cinema and digital components. Additional ads will debut in late February. The Super Bowl commercial can also be viewed at

Mars Chocolate North America is the North American chocolate operations of Mars, Inc., a private, family-owned company headquartered in McLean, Va., and employing more than 65,000 associates at over 230 sites, including 135 factories, in 68 countries.