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Bob Dylan’s ‘I Want You’ Featured in Super Bowl Yogurt Commercial

In one of many high-profile commercials vying for your attention during the Super Bowl on Sunday, Chobani yogurt has somehow paired the classic music of Bob Dylan with, um, a hungry and very determined bear to sell its high-protein goods.

As a small-town street scene echoes with the sounds of Dylan’s 1966 song ‘I Want You,’ a wild bear begins to wreak havoc inside a quaint little store as he searches for some Chobani yogurt. The frightened clerk takes cover while the bear seeks the treat. A voice-over states, “A cup of yogurt won’t change the world. But how we make it might.”

This won’t be the only Dylan song to appear during the Super Bowl on Feb. 2. He’ll also show up in a commercial for Chrysler. But what yogurt, cars, bears and the big game have to do with the legendary singer-songwriter’s classic music is anyone’s guess. Then again, Dylan has always been full of surprises when it comes to stuff like this.

After years of flat-out rejecting commercial uses of his songs, Dylan has warmed to the concept over the past decade — first in 2004, when he famously appeared in an ad for Victoria’s Secret, making good on a statement from 1965. When asked by a reporter, “If you were going to sell out to a commercial interest, which one would you choose?,” Dylan answered, without missing a beat, “ladies garments.”

Next: Top 10 Bob Dylan Protest Songs

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