Any search of #ad or #sponsored will fill up your Twitter feed with a boatload of forced, ingenuine, and often cringeworthy tweets. But I thought Always’ #LikeAGirl & Mindy’s Nationwide tweets nailed it. Always used Demi Lovato to sound off their #LikeAGirl campaign, and it felt like a perfect fit:

She’s proud, it’s authentic, and the #ad at the end is more like a Super Bowl tag given the night’s context. Mindy Kaling’s tweet didn’t even include the #ad tag, she just tweeted it!

This selfie movement is starting to really wear on me, but I loved how Nationwide leveraged Mindy’s social following to continue the story of their commercial. Plus Matt’s face looks like he just watched the first Nationwide Super Bowl commercial…