The Super Bowl is a celebration of capitalism, and brands are lurking everywhere. Trust no one.

Many people noticed something strange during a half-time show promo that ran early in the second quarter on Sunday. Halftime show co-host Terry Bradshaw was seemingly oblivious to a giant sauce stain on his shirt.

Tweet may have been deleted

Tweet may have been deleted

But it turns out that Bradshaw was well aware of the spill because Tide paid him to put it there, the company revealed shortly afterwards. The company used the stunt to launch the hashtag #BradshawStain.

It will also run an ad later in the game featuring Jeffrey Tambor and Rob Gronkowski.

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On advertising's biggest day, if a viral moment seems to be good to be true, it's a pretty safe bet to assume it's an ad.