You might have heard of Adult Swim comedy duo Tim & Eric and you might have seen Loctite’s crazy popular Super Bowl XL commercial Positive Feelings (where middle-aged people dance around awkwardly with fanny packs, singing along to a song about glue). But you might not know that Tim & Eric had anything to do with the TV spot.

The advertising agency that launched the ad, Fallon, hired Tim & Eric to direct the shooting of the commercial, as they wanted a weird, goofy feel that would catch the eye. They certainly achieved that; it’s one of the most memorable spots of the year.

I loved the commercial. And I only recently found out that a couple of comics had anything to do with the production, which makes me wonder why more comics aren’t sought out for consultation in advertising.

You can read more about the commercial here.