Created by BBDO New York, the new Snickers Super Bowl 51 ad is the next installment in the iconic 'You're Not You When You're Hungry' campaign.
"The Snickers 'You're Not You When You're Hungry' Super Bowl commercials have become an annual event," said Adam Driver. "I'm excited to be a part of this iconic commercial moment on the world's biggest stage."
33-year-old Adam Driver is a somewhat unusual choice for the Snickers 'You're Not You When You're Hungry' campaign. The Star Wars star (Kylo Ren) is a favorite with geeks. It appears Snickers is trying to access new audience with Adam Driver.
"Partnering with one of Hollywood's most popular actors is just one way we'll continue to raise the bar to deliver amazing Super Bowl spots," said Allison Miazga-Bedrick, Snickers Brand Director. "We know our fans are hungry for more, and we have plans that are sure to satisfy before, during and after the game."
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, which scored with both fans and media. 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 2015.
The new commercial is part of a fully integrated 360 campaign to reinforce the brand's connection to hunger satisfaction throughout Super Bowl 51, various elements of which also will feature Driver. Read more details about the Snickers Super Bowl 2017 Commercial.