Snickers kicks off the NFL season with a series of
spots supporting its $2M under-the-wrap promo, its first
major football on-pack promo. The spots star Curtis Martin,
Jerome Bettis, Tim Brown, Tony Siragusa and Jason Sehorn,
who, along with other players, are competing for the MVP
award of the "Snickers Shock Zone" game, an electronic
football game. The five spots from BBDO, NY -- two 30-
second, two 15-second and one 15-/30-second ad -- will run
nationally from August 17 to September 20 during primetime
and NFL games. The campaign culminates on September 20 with
a new commercial announcing the MVP. The ads back Snickers'
on-pack promo which features the names of 22 NFL players
hidden under the wrappers and a $2M grand prize. Players
featured on the Shock Zone wrappers are: Bettis, Brown,
Siragusa, Sehorn, Brad Johnson, Mike Alstott, Joey Galloway,
Herman Moore, Ben Coates, Nate Newton, Orlando Pace, Tony
Boselli, Reggie White, Eric Swann, Bruce Smith, Ken Norton,
Derrick Thomas, Zach Thomas, Lamar Lathon, Darrell Green,
Deion Sanders and Napoleon Kaufman. The $2M grand prize
wrapper features the Shock Zone MVP (Snickers).
