Tuesday, January 30, 2007

Snickers Offers a 'Sneak Peek' at New Super Bowl Ad

SNICKERS(R) announced today that the brand is leaping into the Super Bowl fray with an ad that's sure to satisfy fans' desire for laughter and being a part of the action. In the ad, two mechanics share a Snickers Bar that will change both of them forever. Consumers can preview the first portion of the spot at http://www.snickerssatisfies.com/ , and then see the full ad on Super Bowl Sunday, February 4.

The spot, which was created by TBWA\Chiat\Day New York, will air during the first half of Super Bowl XLI on CBS. The ad represents Snickers' return to the "big advertising game" for the first time since 2001.
After the story unfolds during the Super Bowl, consumers can log on to http://www.snickerssatisfies.com/ to see the full ad and three alternative endings that were created for the spot. Fans can cast their vote for their most satisfying ending, and the resulting favorite ad will be the next version to air.

The advertising has been closely guarded by the Snickers team. The only "outsiders" who have previewed the ad -- and the alternative endings -- are select players from the Chicago Bears including Rex Grossman, Robbie Gould, Desmond Clark, Alex Brown and Muhsin Muhammad; plus Indianapolis Colts players Marvin Harrison, Dwight Freeney, Joseph Addai and Cato June. Their reactions speak for themselves:

-- "In this commercial there is a significant 'bam' that's the moment.
People are going to scream and laugh!" - Rex Grossman, quarterback,
Chicago Bears
-- "This commercial is gonna catch you off-guard." - Muhsin Muhammad,
wide receiver, Chicago Bears
-- "Definitely one to talk about the next day." - Marvin Harrison, wide
receiver, Indianapolis Colts
-- "Definitely something you'll always remember. I mean, you've seen
nothing like this anywhere!" - Dwight Freeney, defensive end,
Indianapolis Colts
-- "You're definitely crowding the line, it's one of those that's gonna
be remembered!" - Cato June, linebacker, Indianapolis Colts

"The players never get the opportunity to see the ads because they're on the field," said Michele Kessler, vice president of marketing at Masterfoods USA. "So we thought it would be fun to preview the spot and the endings with some of them. Their reaction was exactly what we anticipate on game night -- lots of laughs and a lot of people seeking the satisfaction of a Snickers bar!"

"The Super Bowl is the perfect environment for Snickers and for this spot because of the brand's icon status and its relationship with the NFL. We wanted something that would get people talking during -- and after -- the game," said Gerry Graf, executive creative director at TBWA\Chiat\Day New York.

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