Although the championship game is played out on the field, every year the Super Bowl provides another chance for intense competition in the form of advertising one-uppery. This showdown will be no different: after Hyundai announced it would film its Super Bowl ad during the game and air it directly after, Snickers says it will air the first live ad in the history of the NFL championship.
Mars Inc. will produce the 30-second spot in real time while New England Patriots and Atlanta Falcons players take a break, reports The Wall Street Journal.
Actor Adam Driver will star in the western-themed ad, which will be another installment in Snickers’ “You’re not you when you’re hungry” series where famous people are transformed into famous cranky people when they’re cranky. It’s unclear who Driver will turn into — perhaps a combination of Kylo Ren from the new Star Wars films and his cowboy-hat wearing Al Cody from Inside Llewyn Davis?