There was an usually long backup Saturday morning on the Bay Bridge, due to a commercial shoot.
The CHP first told KTVU Fox 2, the traffic jam was caused by a movie shoot, but officers later said it was actually for a commercial.
KTVU so far has been unable to find what the ad is for.
The CHP intermittently closed the bridge to allow the production of the commercial, while trying to keep traffic moving as much as possible.
Despite their efforts, the situation drew a swift and angry response on social media.
Comments posted on KTVU's Facebook: Jay El wrote, "So everyone heading to work on a Saturday was late so some company shoot their commercial? I want a permit to shut down all of SF for 2 years."
Steven Foon posted, "Thanks for telling the public in advance. Like to know what commercial was being shot. You know, there are people who have to transport folks who are not feeling well and to have them caught up in traffic to accommodate a commercial or movie?? I guess the public don't count!"
At 9:25 a.m., the CHP told KTVU that the traffic breaks had ended, and the project was finished. Traffic on the Bay Bridge Toll Plaza slowly returned to normal.