The most extraordinary spot from the 2017 Super Bowl had a very ordinary motivation: After year-in-year-out of memorable success with the Snickers brand, "We were a little bored, maybe a little predictable," confessed Allison Miazga-Bedrick, Senior Brand Director/Mars Chocolate North America.

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Allison Miazga-Bedrick, Senior Brand Director, Mars Chocolate North America

"We did not want to become predictable."

An additional motivation, she told delegates at the Association of National Advertisers' (ANA) 2017 Brand Masters Conference, was to maintain the standard of excellence the brand had embodied in its annual appearance before America's largest TV audience ever since 2010.

A third factor: "We wanted to be the first" – an ambitious goal that the brand fulfilled with a 60-second commercial that was every bit as live as the game surrounding it.