The Super Bowl isn't just played on the field. Just as intense is a battle off the field to win viewers' attentions.
Advertisers are paying $5 million for just 30 seconds to reach the more than 110 million people in the U.S. expected to tune in. Which ads will be the most talked about? Which ads will be the most remembered years from now, long after the Atlanta Falcons and the New England Patriots square off?
Here are 10 Super Bowl ads to watch during Sunday's broadcast on Fox.
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84 Lumber, "The Journey Begins "
First-time Super Bowl advertiser 84 Lumber seems to wade into political territory with a 90-second spot that shows a Mexican woman and her daughter traveling across Mexico on foot.