If you looked in the mirror and saw a dog staring back at you, what would you do?

If you’re Bill Murray, you plead for help—any help at all!—by sharing your Yahoo email address in a regional Super Bowl commercial, part of a fun, interactive game-night campaign from Yahoo.

The 15-second spot, airing during the game in the 18 largest U.S. markets, has no Yahoo logo or other overt branding. Rather, it’s designed to stir intrigue and get viewers to send Murray a note, which kicks off a second-screen experience.

Emailing the address ([email protected]) triggers a response from Murray, in which he explains more about his predicament. (For one thing, he’s already gone to the vet, rather than the doctor.) The replies are generally the same for each user, but are customized in small ways based on what the sender writes.

Murray tells the complete story across three emails in all, if the user keeps the conversation going by replying to each email. In addition to the body copy, there are also videos of Murray explaining more.

Finally, Murray will be going live via a “BillCam” from his home throughout the Super Bowl, in which he will go through select emails and respond to some of them directly. The feed will run atop Yahoo.com and Yahoo Sports on desktop and mobile.

Emailing Murray is the only way to get the full story during the game, though all the campaign materials are set to be collected at yahoo.com/billhimself by Monday.

The campaign was concepted by agency American Haiku, with Walid Labri of Love Song directing the spot. Murray was a co-writer with two frequent collaborators: his brother, actor and comedian Brian Doyle-Murray, and writer, director and producer Mitch Glazer. (Among other projects, the three worked on “Scrooged” together in the ’80s.)

Yahoo sees the campaign as a playful way to get back into the cultural conversation. The brand has refreshed all of its major products over the past year, and is celebrating its 30th anniversary in March. It felt like time to do something buzzy on the biggest stage, said Sona Iliffe-Moon, the company’s chief communications officer, who has also been overseeing marketing in recent months.

“It’s kind of the start of our next chapter,” she told Ad Age. “Today, 90% of the U.S. population visits a Yahoo property each month, but they may not remember what Yahoo stands for. We felt like was time to have a little fun, to remind people we’re the trusted guide to the Internet. And we’ve always had a quirky side to us.”

She added that the Super Bowl’s multi-generational audience is a good fit, since “we’re not necessarily targeting a single type of user or a single generation.”

Thom Glover, founder and chief creative officer of American Haiku, said the project has been “absolutely a career highlight,” as he got to see Murray’s comedic chops not just as a performer but as a writer.

The campaign obviously gets users to interact with Yahoo Mail specifically, but the goal is much broader than that, he said.

“This is an adventure,” said Glover. “A man wakes up and finds out his reflection is a dog, and he goes on an adventure—and he calls on all his friends, through the power of the internet, to help him out. We’re saying Yahoo is a great place to have adventures on the internet.” 

“It’s almost like a gift for viewers to thank them for being part of our journey for 30 years,” said Iliffe-Moon. “Some have called us the gentler side of the internet. We want that to ring true through this campaign and beyond.”