More than 70 advertisers are paying a reported US$4.5 million (S$6.09 million) for 30 seconds of air time during Sunday's Super Bowl that is expected to draw 115 million viewers - or more than one in three Americans.
The difference this year is that, many ads - or teasers - have been posted online in the run-up to the biggest annual US sports event.
New advertisers like Mophie, which makes smartphone accessories, are also making their debuts, and competing for audience's attention in a media blitz that serves up some of the funniest, sexiest, most expensive ads to hit TV screens.
Here's a sampler:
Starring Pierce Brosnan, Kia takes a dig at James Bond movies.
The joke's on Hollywood again, this time featuring disaster movies.
3. Victoria's Secrets
Super models Adriana Lima, Candice Swanepoel, Lily Aldridge make up the sexiest football team ever.
4. Carl's Junior
Sex sells, that's the old maxim the burger joint is putting its faith in here.
This beer ad was released before the game, and clocked up millions of views online with its heartwarming theme.
Animals. Animals sell too, and they're cheaper to hire than models.
Who best to sell a mobile data plan than Kim Kardashian, the woman who broke the Internet?
There are a number of Dorito ads, but this one flies high.
A twist on the fable of the tortoise and the hare.
10. Newcastle Brown Ale and 37 other brands
Newcastle's sarcastic take on a Super Bowl ad is to split the cost of the spot with 37 other companies. See the mayhem that ensues.