| Title | Snickers Live |
| Agency | BBDO New York |
| Campaign | Snickers Live Ads |
| Advertiser | Mars, Inc. |
| Brand | Snickers |
| Date of First Broadcast/Publication | 2017 / 1 |
| Business Sector | Candy Bars |
| Story | “There is a fine line between brilliance and stupidity” — and Snickers danced on it for 36 hours to generate buzz around its Super Bowl ad. The brand made history with the first 36-hour live stream with uncut and original content — ranging from appearances by big name stars such as Betty White and Adam Driver, to more obscure forms of entertainment (a cowboy counting the number of beans in a can of beans). So what kept the live stream on the right side of the line? Making users part of the show. The first 36-hour live stream in history featured uncut and original content — with big moments featuring celebrities such as Betty White and Adam Driver, and, umm, lesser moments showing a cowboy counting the number of beans in a can. So what kept the live stream on the right side of the line? Making users part of the show…and maybe targeting a generation that will watch just about anything. |
| Media Type | Television |
| Length | |
| Production Company | O Positive |
| Account Manager | Blake Maraoui |
| Chief Creative Officer | David Lubars |
| Chief Creative Officer | Greg Hahn |
| Creative Director | Scott Mahoney |
| Creative Director | Dan Oliva |
| Executive Creative Director | Gianfranco Arena |
| Executive Creative Director | Peter Kain |
| Account Director | Lisa Piliguian |
| Account Director | Tani Corbacho |
| Head of TV | Devon Clark |
| Account Director | Susannah Keller |
| Account Executive | Danee Fields |
| Music Producer | Melissa Chester |
| Strategic Planner | Sean Stogner |
| Account Planner | Annemarie Norris |
| Sound Production | Andres Velasquez |
| Sound Production | Andrew Tracy |
| Sound Design Company | One Thousand Birds |
| Music Composer | John Adair |
| Production Company Producer | Paul Schultz |
| Production Company Producer | Laura Dopp |
| Music Company / Composer | Emoto |
| Executive Producer | Chrissy DeSimone |
| Editor | Geoff Hounsell |
| Editing Company | Arcade Edit |
| Assistant Editor | Laura Sanford |
| Production Company Producer | Adam Becht |
| Executive Producer | Steve Greenstein |
| Executive Producer | Ralph Laucella |
| Executive Producer | Marc Grill |
| Director of Photography (DOP) | Mauro Fiore |
| Director | Jim Jenkins |
| Production Company Producer | Blake Morrison |