With 30-second ad slots selling for $5.6 million and 60-second slots selling for $10 million, Procter and Gamble brands joined forces with other companies to create the first-ever multi-brand Super Bowl ads.
P&G-owned Tide teamed up with Bud Light for four joint-brand commercials that followed a single storyline throughout the game.
Some viewers weren't sure whether they were watching a commercial for the beer or the detergent.
Tide also included Warner Bros., DC Comics and Fox Broadcasting in the ad campaign by inserting Wonder Woman and "The Masked Singer" judges into two of its other commercial slots ahead of the new "Wonder Woman 3" movie and Fox's third season of "The Masked Singer."
P&G brands Bounty, Charmin, Old Spice, Febreze, Mr. Clean, Olay and Head & Shoulders came together in another multi-brand ad, which was billed as interactive.
New York ad agency Woven used technology developed by Israeli startup Eko to allow viewers to choose the destiny of the commercial. Viewers could vote online several days in advance of the ad's air time to decide how they wanted actors to clean up a disastrous spill, according to AdAge.
"It's a first-of-its-kind, experiential and interactive ad," P&G Chief Brand Officer Marc Pritchard told AdAge. "People will essentially create what will run in the fourth quarter as they direct characters through a storyline involving a messy surprise at a Super Bowl party."
A number of Twitter users were quick to point out the "genius" multi-brand commercial method as a way to save costs for the ultra-expensive time slots.
Others, though, were left feeling confused, with some people pointing out that including multiple brands in one ad diminishes one particular brand.