Snickers could very well win the 2017 Super Bowl. The brand is causing internet buzz since revealing it will create the first-ever live Super Bowl commercial for the show on Feb. 5. In the age of 360 replay technology and flawless (arguable) lip-syncing, this notion could make any believer a skeptic. How will they pull that off without the ad being partly shot beforehand? The brand has called on Adam Driver to star in the 30-second ad, and although there will be massive pressure performing for over 100 million viewers, the ad teasers are rooted in the fact that the commercial will really be live.
If you think about it, it's pretty genius. Regardless of whether you're rooting for the New England Patriots or the Atlanta Falcons during Super Bowl LI, it's the spontaneity of the sport that brings in millions of eyeballs every year and will again this year. Snickers is taking a page from the sport's book by giving fans even more unpredictable action.
Snickers' infamous “you’re not you when you’re hungry” ads may take the back seat this year for whatever Driver and the candy brand are cooking up. It will reportedly air in the first commercial break of the third quarter, and will also have a 36-hour live stream prior, from set. Live streams mean it's real. And the four teasers Snickers gives audiences look promising.
The first, called "Curtains" is an old-timey themed spot that promises a showdown, Adam Driver, "other less famous actors," and "some other stuff [they]'re still thinking of."
The spots "Horse Casting" and "Horse Casting Part 2" put an auditioning horse and cardboard cutout Driver to the test.
Anyone else getting La La Land vibes?
Lastly, there's "Dead Cowboy Casting" which will surely give you a little chuckle.
It's great to see the brand hasn't lost its iconic humor while taking on this massive initiative. And like I said, it's working, because I can't wait to see how it actually goes down while Driver holds his own on game night.