SNICKERS global, award-winning, “You’re Not You When You’re Hungry” campaign created by BBDO New York, has a new addition to the successful advertising series. The newest commercial spot for the brand gives Super Bowl fans a taste of what one of Hollywood’s most iconic and recognizable moments would have looked like, if Marilyn Monroe felt hungry. In the all-new 30-second commercial staged to mirror the classic 1955 film “The Seven Year Itch,”which starred Marilyn Monroe, a hungry version of the blonde bombshell transforms into a cranky version of herself, played by legendary actor Willem Dafoe. The starlet is only transformed back into her seductive self after she receives a SNICKERS bar to satisfy her hunger. The commercial also includes comedy mainstay Eugene Levy in the role of a stage hand who’s charged with the task of making Marilyn Monroe’s dress flap in the wind above a subway grate during the movie’s most iconic scene.
“I have to admit playing a Hollywood bombshell is a new challenge for me,” said Dafoe. “But as a huge fan of Marilyn Monroe I just couldn’t resist the opportunity to take a walk in her shoes and famous white dress.” As per the Press Release, “Super Bowl 50 is a celebration of this game’s amazing history, so we wanted to bring our A-game with a new ‘You’re Not You When You’re Hungry’ commercial that’s appropriately epic,” said Allison Miazga-Bedrick, SNICKERS Brand Director. “It doesn’t get much bigger – or better – than combining one of the most legendary moments in movie history from the iconic Marilyn Monroe with some modern-day icons of our own. We’re confident fans will be satisfied.”
SNICKERS, which is an official NFL sponsor, has a rich history of advertising during the Super Bowl. The brand debuted the very first “You’re Not You When You’re Hungry” commercial featuring Betty White during Super Bowl XLIV in 2010, scoring big with fans and media and turning the campaign into an immediate success. Since then, SNICKERS has featured dozens of celebrities and athletes around the world as part of the “You’re Not You When You’re Hungry” campaign, including Danny Trejo and Steve Buscemi in a “Brady Bunch”-themed commercial in 2015.
The new ad is part of a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during, and beyond Super Bowl 50. According to AdAge Snickers will buy one 30 second spot airtime during the game.