If anyone managed to get through their childhood without so much as knowing about Cheerios, let alone not eating hundreds and hundreds of bowls of the stuff (regular, honey nut, and beyond!), then the folks behind the iconic cereal’s Super Bowl commercial hope to change all that.

General Mills, parent company of the beloved brand of breakfast Os, is airing its first ever big game ad. And there is much mystery surrounding the ad, especially considering the borderline-prosaic perception most people have of Cheerios.

The company has yet to release any details about the ad, except that it will focus on love and family.

And in fact, we won’t even know when to expect this commercial first: it will air during the first unscheduled timeout of Super Bowl XLVIII.