Snickers plans to advertise during NBC's Super Bowl XLIX telecast with a spot in its ongoing "You're Not You When You're Hungry" campaign. That campaign debuted in '10 during Super Bowl XLIV, but Snickers has not run an ad during the game since '11. The Mars brand is an official NFL sponsor. The 30-second spot will be produced by BBDO, N.Y. (Mars Chocolate North America). AD AGE's E.J. Schultz noted Mars is "benching M&M's in favor of Snickers" for its '15 Super Bowl ad." Snickers Brand Dir Allison Miazga-Bedrick said, "We just felt it was time for Snickers to get back on the big stage." She said that actress Betty White "will not be coming back" for the '15 ad. But Schultz noted the "You're Not You When You're Hungry" campaign earned the brand "tons of additional PR while fueling a comeback for Ms. White." Miazga-Bedrick "declined to share creative details other than the spot will continue the brand's strategy of using celebrities." Snickers in '11 "ran a Super Bowl ad featuring Roseanne Barr and Richard Lewis." Recently, Snickers "has been running an ad starring" Browns QB Johnny Manziel called "Johnny JamBoogie" (ADAGE.com, 12/4).
