Dunks, dribbles, no-look passes, and plenty of sweat aren’t the only staples of basketball games. There’s also the constant squeak of sneakers on the court, the absence of which would make for a strange viewing experience when watching a game on TV. That’s what recently happened to b-ball fans in Brazil during a curious stunt from Ford and agency GTB.

During all five games of the recent finals of the Brazilian Basketball League, Ford worked with Fox Sports and ESPN to remove the sound of sneaker squeaks for a minute during every quarter of the showdown’s broadcast. At that time, the announcer stepped in with a product plug, likening the squeaks’ disappearance to Ford Ecosport’s electronic stability control tech, which helps eliminate car skidding on the streets. A banner then directed viewers to Ford’s site for more info.