A bass drum displayed on its drum surface the name of the Old Bushmills Distillery of Co Antrim, Ireland. Perhaps not a paid ad, but certainly an effective one.

Kaiser Permanente is well known for its theme of "Thrive," as it was displayed here on many, huge purple balloons.

The Bank Of America float played music. Affixed to one of the speakers was a sticker that read, "NOW! 99.7 All The Hits," a clear reference to FM Station KMVQ in San Francisco.

The John Avalos supporters carried signs advertising John Avalos as candidate for Mayor. A political ad, here sign-swung by a lad wearing a Statue of Liberty hat.

Here Muttville Senior Dog Rescue advertised itself, but also advertised Levis, possibly one of its sponsors.

As part of the people marching in support of the Contemporary Jewish Museum was this one person advertising Jane For Supervisor. Actually the Jane Kim contingent marched after the Contemporary Jewish Museum but this one person had moved ahead.

However, the most common form of advertisement used by everyone in the parade was self-promotion. Here we illustrate with Facebook.