The ad breaks during the Super Bowl are among the most expensive–and most lucrative–anywhere in the world. And blockchain is getting in on the action.

Avocados from Mexico, a nonprofit trade group is the first fresh produce company to use blockchain in a Super Bowl ad. Ahead of the big game, it has released the advert it will show to audiences during one of the many ad breaks.

In it, actress Molly Ringwald presents a fictional version of the QVC shopping network whereby shoppers can buy gifts for their avocados like a Tortilla Chip Pool Float, or an Avo-Carrier.

While the off-the-wall advert looks like a bit of fun, Avocados from Mexico has teamed up with Block V, to create a non-fungible-token that audiences can collect in order to win prizes, including a $2,745 tiara if that's your thing

Users can collect Vatom tokens by creating a Vatom wallet and performing a number of key actions to promote the brand. As users gain tokens they're entered into a prize fund to win $30,000.

"When we conceptualize our digital campaigns, we don't look to the present. We look to the future to incorporate those breakthrough technologies that are likely to reshape marketing as we know it," Ivonne Kinser, head of digital marketing at Avocados From Mexico, said in a statement. "We are constantly researching for new and innovative marketing strategies to help push our industry forward."

Vatom Labs has worked with other big-name marketers on similar activations, albeit not for a stage as large as the Super Bowl. In August, the firm partnered with Miller Lite on a blockchain-based mobile game.