Butterfinger yesterday "announced its return to the Super Bowl, after sitting out last year," with the launch of its "Bolder Than Bold" campaign, according to Katie Richards of ADWEEK. Professional skydiver Carson Schram delivered the announcement "while jumping from a plane at 12,000 feet." The entire stunt "was livestreamed via Periscope." Butterfinger Marketing Manager Kristen Mandel said, "We thought long and hard about the best way to broadcast this fun-filled announcement, and we wanted to go as bold as possible, which led us to a live broadcast via Periscope." Richards noted the 30-second spot will air "during the third quarter." WPP creative agency Santo "will create the ad, and Armando Bo, co-screenwriter of the Academy Award-winning film Birdman, will direct" (ADWEEK.com, 12/15). Nestle said that Butterfinger "remains its only brand to advertise during the Super Bowl." AD AGE's Jessica Wohl noted Butterfinger first appeared in Super Bowl XLVIII "with a spot for its Butterfinger Peanut Butter Cups" (ADAGE.com, 12/15).
