To perform and broadcast the world’s first LIVE scripted Super Bowl commercial - a performance that ends up going spectacularly wrong at the hands of a hungry actor (Adam Driver), proving that hunger has massive consequences.

During the third quarter of the Super Bowl, we performed and broadcast the world’s first LIVE scripted Super Bowl commercial, but the performance went spectacularly “wrong” at the hands of a hungry celebrity (Adam Driver).

We had built anticipation with a TV/online campaign that announced and hyped the forthcoming live commercial, making the outcome even more surprising.

This innovative approach changed the dynamic of Snickers’ :30 Super Bowl TV spot, turning it into a must-see TV event, while simultaneously airing live on three separate social platforms; allowing us to reward those 2nd screen viewers with an exclusive extended performance and alternate ending.

All in all, 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 the numbers, we changed the dynamic of a traditional media buy by going live. We leveraged multiple channels on the world’s biggest stage, while bringing our message to life in a totally new way for hundreds of millions of people around the globe.