• by Steve McClellan  @mp_mcclellan, January 12, 2017

By now NFL star Tom Brady is used to being shown on TV running or passing or eluding defenders with his scrambling ability in slow-motion replay mode during game telecasts.

Now his morning routine—stretching, brushing his teeth and fighting his dog for a fumbled pancake—will be showcased in slo-mo mode, too, thanks to a new ad from Intel that is debuting in the Super Bowl.

Intel created the 360-degree replay technology Fox is using in its Super Bowl LI coverage on Feb. 5.

The tech giant wants the world to know it, hence the ad, created by mcgarrybowen which will be seen in the first quarter of the game.

According to Intel, the new replay technology being enables viewers to experience the game from the player’s point of view as if they were on the field. The company says it will allow Fox broadcasters to freeze any moment of the game and focus on the play from all angles.

Intel’s technology uses advanced computing and high-definition cameras to create replays and highlights. For the Super Bowl, 38 cameras were installed in Houston throughout the stadium to create replays.

The ad shows Brady waking up and stretching and then brushing his teeth from more angles than you probably need to see. Then, with yet more angles showing off the technology, he is seen making pancakes in the kitchen with his dog nearby.

A pancake drops to the floor, and there is a quick stare-off between man and dog before Brady quickly grabs the cake off the floor and shoves it into his mouth. (Clearly. he believes in the five-second rule.)

“Wait til you see it in the game,” the ad intones. Then Brady is seen heading to the bathroom with the camera following before he snaps, “Enough, they get it,” and shuts the bathroom door.

Intel is also working with Brady to create an Intel 360 user-generated video.

Participants can visit experiencemore.intel.com to create their own frame of the star to add to a user-generated video. The best images created of Brady will be aggregated in a gallery available online for sharing and exploration. The challenge culminates with the release of the video on Sunday, Feb. 5.

“For the first time, a company is airing an advertisement during the Super Bowl that is actually part of the broadcast and part of the game itself,” stated Steve Fund, senior vice president and CMO, Intel. “As a brand, Intel competes in a performance category, so Tom Brady is the perfect partner for us.”