How about those Patriots eh, talk about a comeback! Twenty-five unanswered points in the second half, looking like your team was done for at halftime. Oh well, I guess that’s why they say football is a game of two halves. But the point of this article is not to rave about the Patriots heroics or the Falcons woeful second half but rather the commercials.

And so, our star of Super Bowl LI was the Snickers live commercial. Which yes, was shot live. How ridiculous the idea sounded, though, how could they possibly pull off a live commercial without any mishaps? Most adverts these days require shot after shot to get it just right.

But that’s exactly what Snickers wanted to play on. Check out the commercial below, which features actor Adam Driver.

After the failed attempt at their first ever ‘live’ commercial, Snickers released a tweet stating:

I think a few people were still unsure what they had seen and whether it had been intentional or not. Snickers later clarified in a press release that: “Hunger was the root cause of an off-the-field fumble during the Snickers live Super Bowl LI commercial last night as Adam Driver missed his mark to begin the spot. The mishap demonstrated once more the effects of what can happen when you’re hungry and off your game.” This tying back into their slogan “You’re not you when you’re hungry.” Cudos to you Snickers.

A follow-up video was released to give some more clarity, showing Adam Driver apologising for it all. Well, as sincerely as a fake apology can be.

But they didn’t stop there. As part of their apology to their fans, Snickers stated:

If all of this hadn’t clearly spelt out that the whole thing went to plan, nothing ever will I suppose. But well-done Snickers, well played. This was definitely a highlight of all the ads that played at the Super Bowl, as it was great to see Snickers try something new and separate itself from the pack.

Since the launch of Periscope, Facebook Live and all other forms of live streaming, live content has taken off. In the upcoming year, we expect live content to get ever increasingly popular and brands will get more and more creative with what and how they create live content.

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