Chobani Mixes a Bear With Bob Dylan in Its Super Bowl Ad

In "Ransacked," the first ad from new lead agency Droga5, the bear ambles into a country store in a mountainous small town and scares customers out the door as he roars and knocks canned, boxed and bottled foods from the store's shelves.

As the beast creates a mess and a racket, a female cashier cowers on the floor behind the checkout counter. Even before the rampage begins, though, you hear the strains of Bob Dylan's 1966 classic, "I Want You."

The song changes meaning in the context of what unfolds.