Even though Montrealers who tuned into the Super Bowl couldn’t watch the highly-anticipated ads live on television, most took to the web for a recap.

If you were watching closely, you would have spotted a little bit of Montreal in one of the ads.

Best Buy offered a 30-second spot featuring people they called "Phone Innovators." One such innovator was Neil Papworth – the man credited with having sent the first text message ever in 1992.

If you watch carefully at the 16-second mark, you’ll see Papworth – who works for telecommunications company Tekelec Montreal – filmed inside the Montreal metro.

Société de transport de Montréal’s spokeswoman Marianne Rouette said that Best Buy completed an authorization request and shot the commercial at night when the metro was not running.

“It’s great visibility for Montreal especially since it was played during the Super Bowl in front of millions of people,” she said.

Best Buy also shot a second video, available on their YouTube channel, with Papworth further explaining his role in sending the first text message.