WATCH: Snickers Super Bowl Commercial Preview with Adam Driver

This year, Snickers is setting the bar high by filming a LIVE commercial for the Super Bowl, starring Adam Driver. The ad will air during the first ad break of the third quarter.

Before the spot airs, Snickers will also be doing a 36-hour livestream from the set of the commercial that will run from 12pm on Feb. 2 to midnight on Feb. 3. The livestream will include appearances by celebrities and social media personalities.

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.”

Snickers has revealed that the spot 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.” Fox Networks group executive vice president, advertising sales Bruce Lefkowitz, told AdWeek, “As this first-ever live Super Bowl spot demonstrates, innovation in advertising comes as much from outstanding creative ideas as it does from technology.”

The agency behind the commercial is the worldwide advertisement company BBDO New York, which was founded in 1891. Starting in 2005, BBDO has been named the “Most Awarded Agency Network in the World” by the Gunn Report for six consecutive years. The company’s clients include CVS, Emirates Airlines, ExxonMobil, Foot Locker, Johnson&Johnson, Mars, and PepsiCo, among others.