Even with all the competition for eyeballs and the rise of second-screen and cord cutting, the Super Bowl remains not only the biggest televised sports event in the U.S. but the year's most anticipated advertising showcase.
And yet the game is a bigger gamble than ever, with an unprecedented $4.5 million price tag for a 30-second spot. Super Bowl stalwarts General Motors and Volkswagen have pulled out this time around. And though the release of teasers in the run-up to Super Bowl Sunday has become standard, marketers like Nissan (which returns to the big game after an 18-year absence) have been reluctant to divulge too much about their campaigns before kickoff.
So, which ads this year will cut through the streams of Twitter chatter? Which spots stand to keep people talking long after the game? As ever, advertisers have more than a few tricks up their sleeves.
Here are some ads that are already generating buzz. For up-to-the-minute coverage, including our Super Bowl Ad Tracker, go to Adweek.com.