Bob Dylan and a grizzly bear have just fired a salvo in the Super Bowl's Greek yogurt war.
Chobani unveiled its first-ever Super Bowl ad Tuesday, featuring a bear terrorizing a mountain town to the strains of the folk rocker's "I Want You." The beast ransacks a country store until it gets what it wants, a honey Chobani Greek Yogurt. Of course.
"It's hard these days to find food with only real natural ingredients, but at Chobani it's the only way we know how," the ad's kicker says.
On Sunday, Feb. 2, the yogurt will take on Dannon's Oikos Greek Yogurt, which will feature a reunion of sorts for the sitcom "Full House" in its big-game spot.
The Chobani commercial runs 60 seconds and will air in the third quarter of the Super Bowl. A 30-second spot for the big game on Fox costs an average of $4 million, AdAge reports.
Tell us in the comments below whether Chobani's Super Bowl spot is loaded for bear or, ahem, unbearable.