Snickers is set to air its first live ad at this year’s Super Bowl, which will feature actor Adam Driver.
Candy-maker Mars Inc. will be producing Snickers’ first live Super Bowl commercial when the New England Patriots and Atlanta Falcons face off on Sunday, Feb. 5, according to The Wall Street Journal.
The 30-second ad will be shot live during a break in the game, and viewers can expect a western-themed commercial, starring actor Adam Driver, who’s widely known for playing villain Kylo Ren in “Star Wars: The Force Awakens” and for his role on HBO’s “Girls.”
The ad will air from ad agency BBDO New York as the first commercial break in the third quarter of the game, according to the New York Post.
Snickers has posted four “teasers” to YouTube, which feature Driver and a horse who appears to be auditioning for a part in the live shot.
“We’re also going to support our 30-second live ad with over 30 hours of original content that we’ll stream live leading up to the Super Bowl,” said Allison Miazga-Bedrick, Snickers brand director, the New York Post noted.
Snickers hopes to bring more viewers to its brand by providing the millions who will be watching the Super Bowl with an ad experience that they’ll hold onto for the next time they see the popular candy bar on store shelves.
“People aren’t forced to watch commercials anymore. They can easily tune them out,” said Peter Kain, executive creative director at BBDO New York, per The Wall Street Journal. “We need to do something that makes people want to watch and talk about the ads.”
With the Super Bowl expected to draw more than 100 million viewers this year, the company is hoping to capitalize off of live streaming, which has become a popular tool for many businesses today.
Facebook has been one of the leaders in this new movement, as it’s added a dimension for its users who have smartphones. They’re now able to communicate with their followers in real time.
“The live button was one of the biggest technical evolutions that we saw in 2016,” said Berta de Pablos-Barbier, vice president of marketing for Mars, The Wall Street Journal noted.
The 30-second commercial will cost Snickers about $5 million.
Super Bowl 51 will air on Fox on Sunday, Feb. 5 at 6:30 p.m.
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