HACKETTSTOWN, N.J.—Snickers, as in the delicious candy bar, announced it will “make Super Bowl history” as the “first brand to conduct a live ad during Super Bowl LI in Houston on Feb. 5.” The spot, created by BBDO New York, will be performed and broadcast during the first commercial break of the third quarter and will star Hollywood actor Adam Driver.

Additionally, Snickers will precede the ad “with over 30 hours of original content” to be streamed live before the Super Bowl.

“We’re excited to welcome Snickers back to the Super Bowl on Fox,” said Bruce Lefkowitz, Fox Networks Group executive vice president of ad sales. “There’s no bigger platform for capturing consumers’ attention than the Super Bowl, which is the preeminent live event on television, and 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 brand is “producing a 36-hour live stream event from the set of the commercial that will stream on Snickerslive.com, as well as the Snickers Facebook page, beginning Thursday, Feb. 2, 2017 at noon Eastern.

Beyond the live stream event, the brand will continue to stream live content on its social pages and Snickerslive.com before, during and after the game on Sunday.

The new spot marks the third consecutive year the brand will advertise during the Super Bowl, and the brand’s sixth appearance overall. The new commercial is part of a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during and after Super Bowl LI.

LOS ANGELES—Those of us watching Super Bowl LI this year will likely never have the chance to know what it feels like to be on the field in the year’s biggest football game, but Fox Sports and Intel are making it so we can get an idea. Fox Sports has introduced a “Be the Player” replay enhancement to provide a player point-of-view perspective during Super Bowl LI, all without a camera attached to a player.

To capture this unique view, Intel uses the cameras around the stadium to synthesize a player’s view on the field. Backed up by Intel computing power, the camera footage is recreated into a 3D space, placing what Michael Davies, Fox Sports SVP of field and technical operations, calls a “virtual camera” at a player’s eye line.

To produce this new replay footage, Fox Sports production efforts for Super Bowl LI will include Super Motion and 4K cameras, three production trucks, and more than 70 cameras during the game.

The technology was previously tested during the Fosters Farm Bowl between Indiana and Utah in December. See the video here.

Super Bowl LI will be broadcast of Fox stations on Feb. 5 from NRG Stadium in Houston.