Butterfinger, we hardly knew ye, at least in terms of Super Bowl commercial advertising. The incredibly tasty but undeniably annoying-tooth-getting-stuck-in candy looked set to become a rather regular presence during Super Bowl commercial breaks. The brand made a splash with its 2014 Super Bowl commercial, which featured a bored couple, Chocolate and Peanut Butter, having their lives spiced up by a playful, well… Butterfinger:

After taking a year off in 2015, the confection was back for Super Bowl 50. In 2016, the brand released a game day commercial that featured a “bold” cowboy riding a bull out of the back of an airplane only to be berated by his mother for eating candy bar while doing so.

Come to think of it, maybe they’re wise to take a quick break from the Big Game and regroup. And besides, isn’t all Butterfinger commercial advertising supposed to look like this, anyway?