Snickers is planning the first live commercial ever to air on the Super Bowl, with Star Wars actor Adam Driver on board.
The 30-second spot, by BBDO New York, will be performed live in the first ad slot of the third quarter during the Feb. 5 telecast.
The commercial will star Adam Driver, best known for playing villain Kylo Ren in Star Wars: The Force Awakens.
The stunt will be preceded by a 36-hour livestream from the set of the commercial.
That livestream, at SnickersLive.com, will run from noon ET on Thursday, Feb. 2, until midnight Friday night. (In addition to the 36-hour livestream, Snickers will stream more live content at SnickersLive.com before, during and after the Super Bowl itself on Feb. 5.)
No details about the creative were released, though Snickers said the work will be part of a “fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during and after Super Bowl LI.”
“Every year we challenge ourselves to find new ways to satisfy our fans hunger for entertainment by delivering something new and breakthrough, and there is no better way than being the first to have a Super Bowl live ad,” said Allison Miazga-Bedrick, Snickers brand director.
“We’re excited to welcome Snickers back to the Super Bowl on Fox,” said Bruce Lefkowitz, Fox Networks group executive vice president, advertising sales. “As this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology.”