The record-holding annual viewership of the Super Bowl leads to record-setting investments in the half-time advertisement slots every post-season.
At $5 million (£4 million) per 30 seconds these days, some would argue that they are the riskiest of advertising Hail Marys, but sometimes they pay off.
Occasionally they are so eye-poppingly funny, so eye-wateringly adorable, so effortlessly catchphrase-worthy that they steal the half-time show itself.
So, what does it take to win the Super Bowl in the world of advertising? Let's take a look at 20 of the best ever big-game ads:
Coca Cola (1979): Hey kid, catch!
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Wendy's (1984): Where's the beef?
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Apple (1984): Introducing Macintosh
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Pepsi (1992): Cindy Crawford
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McDonald's (1993): Larry Bird vs Michael Jordan
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Budweiser (1995): Bud-weis-errr
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Pepsi (1996): Your cheatin' heart
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Budweiser (1999): Wassup
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Levi's (2002): Crazy Legs
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Reebok (2003): Office Linebacker with Terry Tate
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Doritos (2009): Free Doritos!
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Miller (2009): High Life
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Old Spice (2010): The man your man could smell like
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Snickers (2010): Betty White
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Volkswagen (2011): The Force
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Doritos (2012): Man's Best Friend
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Tide (2013): Miracle Montana stain
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Budweiser (2014): Puppy Love
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Always (2015): Like a girl
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Budweiser (2015): Lost Dog
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Check back after the Super Bowl on Sky Sports, February 5, to see if any of the Super Bowl 2017 ads make it onto this list. Check out the Super Bowl ads from 2016, 2015 and 2014 here.
