It's the television event where viewers look forward to the commercials as much as the programming.
This year's Super Bowl will have more first-time advertisers than normal, according to the New York Times.
Those newcomers on February 5 will be Acura and Lexus, the real estate firm Century 21, Dannon, H&M and 2nd Story Software. The Times reports that NBC charged an average of $3.5 million for 30 seconds of airtime. Sponsors are already creating hype around the expensive ads to get the best return on their investment.
Among the newcomers: Lexus is teasing its commercial with a preview. David Beckham will star in the H&M spot, which will advertise his new line of underwear, while John Stamos will star in Dannon's commercial for the company's Oikos Greek-style yogurt.
Among the veterans: Volkswagen released a teaser for its upcoming spot, which will be its second straight "Star Wars"-themed commercial after last year's "The Force" ad. The rivalry between Samsung and Apple will feature prominently in Samsung's new ad. Meanwhile, GoDaddy offered USA Today a behind-the-scenes look on the set of its commercial, and Doritos will air the two spots that receive the most votes in the company's Crash the Super Bowl contest.