[ghaff]

He specifically says "and of course the production budget was tiny, less then $100k)" and further down the thread "Although we didn’t work with a traditional ad agency I’d be remiss not to mention the creative firm we worked with who actually created the ad, commissioned the song, got the clearances etc etc. Honestly, felt like we were all one team so I didn’t fully realize it, thank you!" so it sounds as if they paid a creative firm <$100K to create it which isn't hard for me to believe if they couldn't do it in-house.