SBD/August 29, 2014/Marketing and Sponsorship

Dancin' Machine: Johnny Manziel Makes First Appearance In Snickers Ad

Browns QB Johnny Manziel stars in a new Snickers commercial that “shows him as an aerobics instructor” who goes by the name Johnny JamBoogie, according to Darren Rovell of ESPN.com. Clad in spandex and a headband, Manziel “is teaching a class of women all of his moves until a confused man in a Browns uniform walks in and hands him the candy bar.” After Manziel “takes a bite, he is immediately transformed into himself again” (ESPN.com, 8/28). In Cleveland, Chris Fedor noted this is Manziel’s “first ad for Snickers,” which signed the former Heisman Trophy winner in July.  Fedor asked, “Who doesn’t want to do some arm circle things after watching this?” (CLEVELAND.com, 8/28). USA TODAY’s Chris Chase wrote there are many “missed opportunities” in the ad. Chase: “Where was the Money Manziel sign or references to falling in the draft? Where is anything that could differentiate Manziel at all?” (USATODAY.com, 8/28). TIME’s Laura Stampler: “While the entire point of the commercial is that a bite of a candy bar has the power to get his football helmet-wearing head straight and turn his back on florescent leotard-wearing older women, we must ask -- does Manziel have to choose? Dance can be an important part of any pre-game or post-touchdown routine” (TIME.com, 8/28). See the full sponsorship portfolio for Snickers at Resource Guide LIVE.
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