For immediate release:
Iconic Marilyn MonroeTM Dress Worn by Willem Dafoe in SNICKERS® Super Bowl 50 Ad Goes under the Hammer at Julien's Auctions to Benefit Feeding America
Los Angeles, California – (June 3, 2016) – Julien's Auctions, the world-record-breaking auction house to the stars, has announced a unique opportunity for collectors to own an extraordinary piece of American Pop Culture memorabilia. This September, Julien's Auctions will partner with SNICKERS® to offer a custom-designed dress, worn by actor Willem Dafoe in the brand's beloved Super Bowl 50 commercial staged to mirror the famous subway grate scene from the 1955 film, "The Seven Year Itch." All proceeds will be donated to Feeding America®, the nation's largest hunger-relief organization.
The original dress, designed by William Travilla, became one of the most famous dresses in cinema history. For Super Bowl 50, SNICKERS® created a new spot within their famed "You're Not You When You're Hungry" campaign, where a hungry version of the blonde bombshell transforms into a grumpy, not-trying-hard-to-be-seductive version of herself, played by legendary actor Willem Dafoe. The starlet is only transformed back into her seductive self after she receives a SNICKERS® bar to satisfy her hunger.
The dress worn by Dafoe was meticulously created to match every inch and detail of the original dress worn by Marilyn Monroe. It was designed by Cherish Cullison and created by the entire team of International Pleating (Nancy, Nacera, Leon & George Kalajian and Lisa Conrad) in New York City. The team first focused on researching the history and extensive detailing of the dress, reading all available patterns and notes. Due to their extensive background in pleating, the Kalajian family at International Pleating was able to dissect the important details of the dress and was able to sew and finish the dress with painstaking detail and craftsmanship.
"As Marilyn Monroe would agree — great style never goes out of fashion — which is why 90 years after she was born, we are still celebrating the beloved American icon," said Allison Miazga-Bedrick, Senior Brand Director, Mars Chocolate North America. "We know people around the world still identify with the original blonde bombshell and her role in the film, and we're thrilled to offer up another chance for fans to own a bit of pop culture to benefit Feeding America and help the millions of Americans who are food insecure."
"SNICKERS® has done an extraordinary job of creating a series of commercials that resonate with American consumers and bring about a fun and entertaining way to enjoy a SNICKERS® bar," said Darren Julien, Founder and CEO of Julien's Auctions. "The commercials have become so popular that they have secured an important place in pop culture history. During Super Bowl 50, actor Willem Dafoe wears a beautifully designed copy of the famous Marilyn Monroe "Seven Year Itch" dress which we found to be a perfect addition to our celebration of Marilyn Monroe auctions in November."
Recreating an iconic dress from the past wasn't the only magic that went into the production. SNICKERS® recreated an entire 1955 city block on a soundstage in Queens, New York, to replicate the set from the film. In addition, visual effects artists spent several weeks reanimating original footage of Marilyn to create her performance in the commercial.
Fans unable to bid on the dress can still interact with the latest chapter in the popular SNICKERS® campaign, which features a video of people's reactions to a very unique billboard placed in New York City recently. Using facial recognition technology, an image of Monroe with her white dress being blown by the subway morphs into a talking Dafoe if passersby stare too long. For more information on SNICKERS® or the brand's Super Bowl 50 ad, fans should visit SNICKERS® on Facebook or Twitter.
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