Stare Too Long at Snickers’ Marilyn Billboard, and You Get a Scolding From You-Know-Who

Digital board uses facial recognition to extend Super Bowl idea

Headshot of Tim Nudd

Here's a nifty bit of tech-fueled out-of-home advertising from Snickers and BBDO New York, extending the candy bar's Marilyn Monroe-themed Super Bowl campaign.

In April, the agency set up a digital board in New York City showing the famed actress with her skirt blowing over a subway grate—a reference to the famous scene from 1955's The Seven Year Itch, which was also the theme of the brand's Super Bowl spot in February.

But this billboard also had a sneaky facial recognition camera to gauge the reaction from passersby. And we all know it's rude to stare, right? Check out the video to see what happened when folks lingered a bit too long:

It's a fun interactive execution, even if, conceptually, it's a bit at odds with what the whole "You're Not You When You're Hungry" campaign is about. (Here, Marilyn gets grumpy at being gawked at, not because she's hungry.)

It's timely, too. Monroe, who died in 1962 at age 36, would have turned 90 on Wednesday. 


Client: Snickers

Agency: BBDO New York

David Lubars: Chief Creative Officer, BBDO Worldwide

Greg Hahn: Chief Creative Officer, BBDO New York

Gianfranco Arena: Executive Creative Director

Peter Kain: Executive Creative Director

Scott Mahoney: Creative Director

Dan Oliva: Creative Director

Joey Henson: Copywriter

Jimmy Morrissey: Art Director

David Rolfe: Director of Integrated Production

Amy Wertheimer: Group Executive Producer

Alex Gianni: Executive Broadcast Producer

Neely Lisk: Executive Producer

Koji Yahagi: Director of Photography

Jeff Reagan: Production Assistant

Kirsten Flanik: Managing Director

Susannah Keller: Global Account Director

Joshua Steinman: Account Director

Tani Corbacho: Account Manager

Jocelyn Choi: Account Executive

Annemarie Norris: Group Planning Director

Alaina Crystal: Planning Director

Sean Stogner: Senior Communications Planner

Celebrity Talent and IP Rights Acquisition: Brad Sheehan, The Marketing Arm

Experiential Production Company: Pearl Media

Anthony Petrillo: Executive Producer

Daniel Odham: Producer

Jennifer Ohs: Creative Technologist

Editorial/Post Production: EG+

Renee Haar: Director of Post Production

Amy Feldman: Post Producer

Tim Jansen: Editor

Harry Nelson: Assistant Editor

John Cabrera: Audio Engineer

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 3, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT