For the first time ever, the Super Bowl will be airing a live ad—courtesy of Snickers.

For the first time ever, the Super Bowl will be airing a live ad—courtesy of Snickers. In an effort to deliver “something new and breakthrough” for the big game, Snickers will be live-streaming an ad—which stars actor Adam Driver—during the third quarter of the game, and will also continue live-streaming content to its social accounts and website throughout the day. Hyundai is taking a similar approach, filming its spot during the game to create a “90-second documentary” that will be edited and produced in real time. (MediaPost)