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And our number, when we do boom boom, pal, I'd be rocking them beats.

I had everybody in the light-up suits, form an arrow and lean forward so they could point to

the beat.

I was like, look, I have an arrow that's pointing to what you need to pay attention to.

That's Will I Am.

You know, Will I Am, frontman of the black-eyed peas, among other distinctions.

He's describing his Super Bowl halftime show from 2011.

But to understand the triumph in his voice,

I think we need to start the story a bit earlier.

We were rehearsing for the Super Bowl.

While we were on tour in Brazil,

while I was writing a new album, right when me and Mark Benioff's relationship began.

Mark Benioff is the co-CEO of Salesforce.

Will had partnered with him to promote their new app

called Chatter,

and he saw an opportunity.

And I said,

Hey, Mark, why don't you do a Super Bowl ad?

...