Snickers: Rookie Mistakes
One day. One stadium. Hundreds of mistakes.
Rookie Mistakes is Snickers at its best — sharp satire, fast execution, and culturally fluent humor. Built on the idea that hungry fans make bad decisions, this campaign turned everyday NFL mishaps into a scalable, addressable content engine.
Role: Group Executive Producer
Partners: BBDO
Client: Mars Wrigley
Make the fans the punchline. And make it scalable.
Rookie Mistakes is a long-running Snickers platform — rooted in satire and the idea that hunger leads to bad calls.
The goal:
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Create a hero spot anchored in humor
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Extend it into addressable, seasonally relevant content
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Support both Snickers Core Bar and Snickers Ice Cream
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Do it fast, efficiently, and at scale
And ideally… in one day.
If you’d had a Snickers, you wouldn’t do that.
The hero spot followed a diehard fan tailgating at what he thinks is game day — only to realize it’s actually a metal concert. Rookie mistake.
From there, we exploded the idea outward.
We created dozens of relatable fan scenarios — moments where excitement, distraction, or bad judgment takes over:
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Burning the turkey during a watch party
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Forgetting to set a fantasy football lineup
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Scheduling a kids’ Halloween party during the game
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Bringing absurdly hot sauce to a watch party
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Cheering too hard… and smashing a lamp
In every case, the message was clear: they should’ve had a Snickers.
One shoot. Maximum output.
This was a true super shoot — executed inside a football stadium and surrounding parking lot.
What we captured in a single day:
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A hero live-action spot (tailgate + concert mix-up)
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Dozens of addressable fan scenarios
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Content for paid social, OLV, and seasonal moments
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Versions for both Snickers Core and Ice Cream
How we did it:
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Green screen setup inside the stadium locker room
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NFL talent reacting in the foreground
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Modular fan scenarios swapped behind them
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Parallel production across stadium interiors and parking lot exteriors
Fast, controlled, and wildly efficient.
Comedy at scale.
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Hundreds of deliverables captured in one day
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Addressable content tailored to fans, moments, and seasons
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Extended life across the NFL calendar
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Proved the value of high-efficiency, high-volume production
This model helped unlock future super-shoot opportunities across Mars Wrigley — maximizing creative output without maximizing cost.
Group Executive Producer
I partnered with BBDO to bring two productions together into one seamless day — balancing comedy, talent, logistics, and scale.
What I led:
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Super shoot strategy and production design
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Scalable framework for addressable content
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Coordination across stadium locations and green screen stages
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Integration of hero spot + modular extensions
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Delivering maximum value from a single production window
Fast decisions. Tight execution. No wasted moments.
Efficiency doesn’t have to kill the fun.
This project proved that comedy, scale, and speed can coexist — when the system is smart and the idea is clear.