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FOXBOROUGH, MASSACHUSETTS - JANUARY 04: Tom Brady #12 of the New England Patriots looks on from the sideline during the the AFC Wild Card Playoff game against the Tennessee Titans at Gillette Stadium on January 04, 2020 in Foxborough, Massachusetts. (Photo by Maddie Meyer/Getty Images)

Tom Brady’s Hulu Super Bowl commercial had everyone at the edge of their couches. Shot in somber black and white, it started off in a way that made everyone think that he was making an announcement, perhaps announcing his retirement.

Instead, it was a commercial for streaming service Hulu. “They say all good things must come to an end,” he says. He then talks about Hulu + Live TV and its offerings including live sports, cable channels and original shows. It’s time to say goodbye — to TV as we know it, he says.

“But me? I’m not going anywhere.” It was a classic sleight-of-hand, and social media went crazy before the commercial even ended. Watch the commercial, and check out some of the reactions below.