As NBC-owned stations across the country expand their investigative units, WNBC rolled out a new ad campaign during the Super Bowl promoting its “I-Team.”

WNBC’s dramatic “I-Team” ads were run repeatedly throughout the big game, giving Jonathan Dienst, Melissa Russo, Lynda Baquero, and Chris Glorioso the same level of exposure in New York as Volkswagon’s dogs and David Beckham’s underwear (video above).