Snickers is known for their hilarious Super Bowl commercials, and this year they are really pushing the envelope and doing something that has NEVER been done before.

For the first time ever, Snickers will air a LIVE commercial during the big game.

AdWeek reports,

The 30-second spot, by BBDO New York, will be performed live in the first ad slot of the third quarter during the Feb. 5 telecast. As previously announced, it will star Adam Driver, one of Hollywood’s fastest rising actors—who parlayed a memorable role in HBO’s Girls into a feature film career that has included playing villain Kylo Ren in Star Wars: The Force Awakens.

The stunt will be preceded by a 36-hour livestream from the set of the commercial. That livestream, at SnickersLive.com, will run from noon ET on Thursday, Feb. 2, until midnight Friday night. (In addition to the 36-hour livestream, Snickers will stream more live content at SnickersLive.com before, during and after the Super Bowl itself on Feb. 5.)

No details about the creative were released, though Snickers said the work 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.”

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On February 5th, SNICKERS presents the world’s first live Super Bowl commercial, starring Adam Driver. #SB51

More than 112 million people will be watching the world’s first live Super Bowl commercial. That’s a lot of pressure for a horse. #SB51

The world’s first live Super Bowl commercial features Adam Driver, a horse and a trough-ful of emotions. #SB51

In the world’s first live Super Bowl commercial, there are no small parts, only small actors. #SB51

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