As town residents say in this Pepsi commercial, nothing much ever happens in Milligan, Neb.

So, when Hutchinson's Steve Showalter, owner of Showalter Fireworks, drove into this small town of 300 to put on a show, he knew something was up.

A Pepsi machine welcomed him and his son, Matthew, as they drove into the town. Several Pepsi machines sat on the side of the road, by the elevator and outside businesses - machines dispensing free Pepsi. Pepsi trucks were everywhere.

This wasn't going to be any old fireworks display, he and Matthew began to realize.

"That's when we knew we were involved in something not normal," Showalter said.

Showalter wasn't sure what he was getting into when he received a call Christmas Eve from a promoter asking if he could shoot off fireworks Jan. 4 in Milligan, a town Showalter says reminds him of the Reno County town of Yoder.

"It has a destination restaurant," he said, noting he met the promoter two days after the initial call at the restaurant. "I thought we were doing some kind of grand opening for the restaurant."

"But when we showed up at 2 p.m. Jan. 4, we saw these Pepsi machines everywhere," Showalter said Monday morning. "There were Pepsi trucks all over town. We knew we were involved with something connected to Pepsi."

Turns out, Pepsi wanted to get folks excited about the Pepsi-sponsored Super Bowl halftime show with Bruno Mars and the Red Hot Chili Peppers. The soft drink maker has been sinking advertising dollars in a "halftime" marketing campaign, which includes tiny Milligan, "the halfway point of America," as this commercial labels it.

Pepsi's concept: a pre-halftime show in Milligan with country music star Lee Brice.

Showalter, whose fireworks light up the sky around the town's water tower during the commercial, said he thinks the commercial will air during the Super Bowl.

"We're not for sure," he said, adding one of the Pepsi drivers filled them in on the events of that day. "They did spend a lot of money so you would imagine that they would get something out of this."

Much of the details before the concert, however, had been hushed, he noted. When he traveled to Milligan on Dec. 26 to check out the site, even the fire chief didn't know what was happening, saying it was the first he heard about a fireworks display.

Locals began to realize something was up, however, when Pepsi began delivering machines offering free cans of soda.

The commercial tells of how not much ever happens in the farming town of Milligan - the last big event being a dance at the town auditorium.

Residents wonder aloud about Pepsi's presence.

"My husband was at the north corner of Milligan and got a can out of the Pepsi machine," a woman says as she cuts hair.

The commercial replays local radio commentary about the possibility of some kind of concert happening in Milligan - the invite to the event on the back of the free cans. Still, no one knew who was coming.

Even the York High School band, filmed playing in Pepsi uniforms, didn't know much beforehand, Showalter said. The principal, sworn to secrecy, told students and their parents that they needed to show up to play Jan. 4 for an once-in-a-lifetime event.

It didn't take residents too long to realize they were the site of a potential Super Bowl commercial, dubbed "Pepsi Halftime America."

Jan. 4 was a cold day, Showalter said. He and his son would warm up in their vehicle occasionally as they set up fireworks. Brice's concert took place on the town's main street that night to a packed crowd.

"There were pickups parked a quarter-mile away, there were that many people," Showalter said.

The Showalters were originally supposed to have a five-minute show during Brice's last song, "Parking Lot Party." A few hours before the show started, the promoter asked if they could shoot everything off in three minutes.

Showalter said he hopes to see his work during the Super Bowl.

"We're going to be watching," Showalter said.

Here's the YouTube link.