To relentlessly hype, and then perform and broadcast the world’s first LIVE scripted Super Bowl commercial.

The performance ends up going spectacularly wrong at the hands of a hungry actor (Adam Driver), and even more wrong for those watching exclusive bonus content on 2nd screens; proving that hunger has massive consequences.

During the third quarter of the Super Bowl, we went LIVE with our :30 commercial, but the performance went spectacularly “wrong” at the hands of a hungry celebrity (Adam Driver).

The live spot aired live on TV, and simultaneously live on Facebook, Twitter and Youtube, where viewers streaming on second screens were rewarded with an exclusive extended version.

Snickers earned 1.1+ billion media impressions, 2100+ print and broadcast placements, saw a 75% year-over-year increase in earned social impressions and the 2nd highest increase in purchase consideration of all ‘17 Super Bowl advertisers.

Outside of quantifiable numbers, we pulled off a live production on the world’s biggest stage, while bringing our brand message to life in a breakthrough and unexpected way - through multiple channels - for hundreds of millions of people around the globe.