The Oscars selfie tweeted ’round the world is also an ad for Samsung.

When Oscars host Ellen DeGeneres asked Bradley Cooper to take a celebrity-studded selfie featuring Brad Pitt and Meryl Streep, among others, she did so by handing him   a Samsung Galaxy Note 3 that had been placed in her hands as part of an ad agreement between the consumer-electronics maker and ABC, according to a report in The Wall Street Journal. To be sure, DeGeneres wasn’t looking to be a Samsung pitchwoman, according to the report. But she did suggest the idea of taking selfies, and ABC recommended the use of Samsung devices, because the company was a sponsor, the newspaper said, citing two people familiar with the matter.

With ad time for the 2014 Oscars going for around $1.8 million for 30 seconds of time, The Journal estimated Samsung’s in-show appearance could be worth as much as$18 million. Samsung has spent about $24 million on the Oscars between 2009 and 2013, according to Kantar Media, a tracker of ad spending.