Snickers: Super Bowl 2020

On the day the world watched Snickers “fix” itself, a second shoot unfolded quietly in tandem. Actor Luis Guzmán — the unlikely truth-teller of the main Super Bowl spot — became the voice of a parallel series: fast-turn social films designed to graft the campaign onto the pulse of pop culture and news.

Shot and directed alongside the broadcast commercial, these pieces extended the life of the campaign in real time, demonstrating how a Super Bowl idea could ripple across culture within hours.

Agency: BBDO

Role: Creative direction, art direction, concept development, copywriting