Behind the scenes with the riskiest Super Bowl ad … ever

Geoffrey Precourt

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

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.

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:...

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