Rick Midler

SNICKERS | TV

ABOUT THE CAMPAIGN: I was fortunate to run the award-winning Snickers account for a while at BBDO, NY with my CD partner Wil Boudreau. Although we created and produced over 25 spots for the brand, I'm including a few that I hold dearest. I pitched "Hungry Mutant Lizard" at least a dozen times to as many people, acting the monster's role. Each presentation, I improvised different things he could be doing (the concept being that his arms are too short to put anything in his mouth). When it came time to shoot, the directors at Trakktor allowed me to co-direct the spot, since I had gotten "inside the character." (By the way, my cousin, stunt coordinator Gary Morgan is in the suit). "Referee" was created in one of those inspired moments, zipping down the New Jersey Turnpike towards a pitch at MasterFoods (Mars) in Wil's new sportscar, trying to make each other laugh. The other 2 were for Snickers Cruncher - one of many sub-brands we helped promote from the ground up. We're proud that our work for the brand was honored with a ton of awards - including Effies for out new product launches for Snickers Cruncher and Snickers Marathon.