Unlike in previous years, Hulu opted not to promote its original content during Super Bowl LIV, instead airing 45 seconds of misdirection starring Tom Brady that had some convinced the New England Patriots’ quarterback was on the cusp of retirement.

Created in-house, Hulu’s black-and-white spot has the 42-year-old football legend deliver lines that would worry any fan of his, such as “All good things must come to an end” and “The best just know when to walk away,” before clarifying that he’s on your screen to plug the streaming service’s live sports, original series and library of movies.

“So it’s time to say goodbye to TV as we know it,” Brady says while strolling down a football field. “But me? I’m not going anywhere.”

Hulu is one of four streaming services that appeared in this year’s game, along with Amazon Prime Video, Disney Plus and yet-to-be-launched Quibi, while major player Netflix notably sat out.

BRAND: Hulu

AGENCY: In-house

QUARTER AIRED: Q1

SUPER BOWL: LIV

YEAR: 2020