Super Bowls are as much about the ads as the football, and Pepsi has a revolutionary commercial lined up for the Feb 3 telecast of SB XLII (Patriots vs. Giants) on Fox. The ad involves a joke that originates from the deaf community, and features 60 seconds of silence.

The joke goes like this:

Two guys are driving to their friend Bob’s house to watch the Super Bowl. Once they get to Bob’s street, neither knows which house is his. They sit in the car, arguing, until 1 of them has an idea. He starts laying on the horn, and one by one, the houses light up and dogs start barking.

One house stays dark and quiet:

It’s Bob’s.