The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2017 One Show - Cross-Platform

Snickers Live

Agency BBDO / New York + O Positive

Client Mars Chocolate North America - Snickers
BACK TO RESULTS

Annual ID

OS_CP17048M

About the Work

After the success of previous “You’re Not You When You’re Hungry” campaigns, SNICKERS wanted to bring their message to life in the most unpredictable way possible – by performing and broadcasting a Super Bowl commercial LIVE, in real time. The campaign began weeks before the game with a series of teaser films announcing Snickers’ LIVE Super Bowl commercial, starring Adam Driver. As anticipation built, Snickers went LIVE on Facebook and YouTube, with 36 hours of continuous, live-streaming, original content. The 36-hour live stream featured celebrities, user interaction, and hints about Snickers’ forthcoming Super Bowl spot. Then, during the Super Bowl, viewers witnessed a LIVE performance that unexpectedly fell apart at the hands of hunger. Viewers streaming the commercial on second screens saw an exclusive extended version of the disastrous performance. And finally, the next morning, the commercial’s star appeared on TV to apologize for the hungry mishap.