https://techcrunch.com/2024/02/09/why-a-b2b-startup-is-placing-a-bet-on-a-7-million-super-bowl-ad/ > Some people watch the Super Bowl for the actual football game being played. Many watch the event for the halftime show or as an excuse to eat wings and other game day snacks. Some watch it to look for better software solutions for their company — maybe? > Papaya Global hopes so. The late-stage global workforce payment startup is running a 30-second ad on Sunday. The ad is meant to highlight the company’s software, which helps other companies stay compliant running payroll for cross-border teams. The commercial takes place inside of an office and is a relatively lackluster Super Bowl ad when compared to Super Bowl stalwarts like Budweiser and McDonald’s, which each year use humor, celebrities and high production value to grab attention.