To reintroduce its business-to-business social media collaboration tool Chatter, first-time Super Bowl advertiser Salesforce tapped the 2001 Super Bowl halftime act, the Black-Eyed Peas, to appear as animated versions of themselves as children -- “Baby Peas.”

The longer "Cloud Interview" preceded the halftime show. It shows the Fergie character tugging Will.i.am and saying, “Will, let’s go,” until the two step off set and into the actual show. This 15-second follow-up lead out of the performance.

Will.i.am served as writer and director in his first time directing a commercial via his social media lifestyle agency DipDive (which shuttered in 2013).

Salesforce CEO Marc Benioff said the ads went from idea to execution in less than 90 days.

BRAND: Salesforce

YEAR: 2011

AGENCY: DipDive

SUPERBOWL: XLV

QUARTER AIRED: Halftime