Snickers is doing a live Super Bowl ad with Kylo Ren and a horse, apparently
By Nick Tylwalk
What could go wrong on live TV in front of the largest possible audience, right?
The Super Bowl ad might not be what it once was in terms of cultural significance, but it’s far from a dying breed. The insanely large live audience watching the NFL crown its champion is arguably more valuable than ever in the era of endless distractions.
Still, there might be a reason that Ad Age says no one has tried a live Super Bowl ad since 1981: it’s fraught with peril. That’s not stopping Snickers from boldly going where few have gone before.
It’s even released a teaser trailer for the ad featuring Adam Driver, or at least a cardboard cutout of the man who plays Kylo Ren. And uh, a horse auditioning for a part.
Though Snickers is promoting it as the world’s first live Super Bowl ad, we trust Ad Age here as a publication that has been around long enough to remember Schlitz attempting live taste tests of its beer. The people it approached didn’t seem to really prefer Schlitz to Michelob, and you can enter your own beer snob comment here.
On top of that, the Washington Post reports that Hyundai will shoot its ad during the big game, though that one will run after the final whistle blows.
Considering that each Super Bowl ad costs north of $5 million, it’s an expensive gamble to do it live (warning, hilarious but NSFW language at that link). But the result could be TV history. Or infamy.
Make sure you’re watching during the first commercial break of the third quarter to see which one it is.