There were lots of fine Super Bowl ads yesterday, but none struck me as weird and interesting as the Snickers spot with Star Wars’ Adam Driver.

The ad is embedded below. Take a watch through it, then read on.

The ad is just weird, right? What makes it interesting to me is the fact that it was shot “live”, or at least gave that impression. After all, Adam Driver (Jeremiah in the ad) mentions that it is the third quarter, and even points out the current score. And then proceeds to “ruin” the commercial by missing his lines and causing the set to self destruct.

As to the live part, I suspect the spot was all filmed in advance, planned for the third quarter. As to the correct score, I suspect that was a live voiceover drop-in. You can’t really see him say the score. Driver doesn’t emerge from the shadows until he announces that it is the 3rd quarter.

But I did find the spot fascinating, its live drop-in setting the stage for future Super Bowl ads.