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Snickers to Produce the First Ever Live Super Bowl Commercial

Snickers is planning to shoot what would be the first-ever live Super Bowl commercial.

According to , Mars Inc., which manufactures Snickers, purchased a 30-second spot with the intent of filming it live.

The commercial, which will air during the first break of the third quarter according to CNN Money, will feature Adam Driver as “a very hungry cowboy,” Mars marketing executive Berta de Pablos-Barbier told the Journal.

Live ads have been somewhat popular of late. Oreo, Toyota and Reddi-Wip all aired live spots during the NBC broadcast of Hairspray Live! in December.

Mars Inc. is undoubtedly hoping that Driver doesn’t fumble his lines — given that he’s only got one shot and the ad costs somewhere in the neighborhood of $5 million.

Watch a trailer for the ad above, via Snickers.

[featured image via screengrab]

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Joe DePaolo is a Senior Editor at Mediaite. Email him here: [email protected] Follow him on Twitter: @joe_depaolo