The Super Bowl ads are just as much a tradition as the actual Super Bowl these days. Giant corporations are now spending around $4 million on 30 seconds of airtime to put on a commercial, even though it’s a thing that has arguably become harder and harder to gauge the effectiveness of.

Beer company Newcastle has opted to some exposure through a novel experiment for the not-so-giant companies in an initiative they’re calling the Band of Brands.

They’ve even recruited Aubrey Plaza in a fun meta Super Bowl ad to explain The Band of Brands further. Watch it here.

While we hope this will make for one of the more memorable, talked about ads, but we do know that there will be a lot of pausing to see exactly how many brands they fit into one commercial.