Since the game itself isn’t nearly as important as the entertainment and the ads, today’s Super Bowl stories have been boiled down to Christine Aguilera screwing up the national anthem and the 6-year-old Darth Vader kid in the VW spot. But how about this claymation Eminem?

The rapper’s voice reportedly earned $1 million for the Lipton Brisk Iced Tea commercial that was done really well. Pay attention marketers: If you’re going to pay a lot of money for celebrity assets, this is how you properly utilize them. This isn’t: