Scarlett Johansson gives SodaStream some sex appeal in a controversial spot, Kia revives actor Laurence Fishburne's Matrix character Morpheus in its commercial. And cute puppies and kids abound in ads for Cheerios to Anheuser-Busch.
Advertisers are planning to pull out the tools in their arsenal during Super Bowl time, including celebrities, A-list rock bands and cinematic story lines.
They are in the game to win. The Super Bowl is advertising's biggest showcase, with more than 108 million people expected to tune into the game. And companies are paying an estimated $4 million to have their ads be a part of the action.
Here are 10 ads to watch out for.