In one of the most unlikely marketing pair ups in recent history, Mars’ Snickers, with help from BBDO New York, has enlisted action movie bad guy Danny Trejo to appear as Marcia Brady in a The Brady Bunch-themed ad which recreates the iconic Marcia hair brushing scene.
Playing a gruff, hostile (when isn’t Trejo gruff and hostile?) version of Marcia, Trejo is seen brushing his hair over and over and over.
That’s the funny part. The inventive digital marketing part entails the release of the full version of the brand’s Super Bowl ad if, prior to kick off on February 1, the teaser achieves 2.5 million social media engagements such as watching the teaser on YouTube, Facebook and Twitter and liking, commenting, sharing or retweeting across those platforms. Pulling it all together is the hashtag #eatsnickers.
The work is part of the brand’s “You’re Not You When You’re Hungry” campaign which highlights how people just don’t act like themselves when they’re hungry.
Of his participation in the ad, Trejo said, “It’s not every day that my agent calls and says I’ve been asked to play Marcia Brady. But as soon as I found out it was for Snickers, I knew it would be a blast and something fans are going to appreciate.”
In addition to its release on YouTube, the teaser is being promoted on the brand’s Facebook and Twitter pages:
Post with #EatASNICKERS & we just may release the whole #SNICKERS #SuperBowl commercial before game day. http://t.co/8TY72sDGsa #SB49 — SNICKERS® (@SNICKERS) January 21, 2015
So far, the video has 268,031 views on YouTube; but, Facebook and Twitter activity appear to be in the hundreds, so there’s a ways to go for the brand to release the full ad before the game.
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