WATCH: Snickers & Adam Driver Super Bowl Commercial Ad 2017 [FULL VIDEO]

For the first time ever, Snickers shot and aired a LIVE commercial for the Super Bowl. It may not have gone too well, but that is exactly what the company intended. The spot took place in the Wild West, and everything fell apart when Adam Driver jokingly missed his cue for the commercial… destroying the entire set. The point of the commercial? To prove that you shouldn’t shoot a Super Bowl commercial when you’re hungry for a Snickers!

Before the ad was released, they also shared a 36-hour livestream from the set of the commercial that included appearances by celebrities and social media personalities. The commercial was part of “a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during and after Super Bowl LI”, reports AdWeek.

Snickers brand director Allison Miazga-Bedrick recently told AdWeek, “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.”

The agency behind the commercial, BBDO New York, was founded in 1891. Starting in 2005, BBDO was named the “Most Awarded Agency Network in the World” by the Gunn Report for six consecutive years. Their clients include CVS, Emirates Airlines, ExxonMobil, Foot Locker, Johnson&Johnson, Mars, PepsiCo, and many others.