Last night's Super Bowl XLI - in which the Indianapolis Colts beat the Chicago Bears, as it happens - provided the customary annual showcase for the US advertising industry. With a vast audience at their disposal, advertisers were prepared to pay $2.6m (£1.3m) for a 30-second spot ad - and take the opportunity to premiere some of their most innovative material.
For some of the techniques associated with this annual advertising jamboree, read Campaign editor Claire Beal in today's Independent.
Entertainment magazine Variety has reviewed some of the adverts that were shown during last night's broadcast on CBS. Highlights include a Coca Cola skit on Grand Theft Auto, FedEx's vision of the first office on the moon and a hip-hopping Kevin Federline flipping burgers on behalf of finance company Nationwide ("Nationwide is on your side," goes the rap).
You can also view a compilation of Budweiser's commercials - my favourites were the thirsty king crabs and the couple deciding on whether to pick up a hitchhiker with Bud Light beer (Woman: "But he's got an axe!" Man: "I'm sure there's a reason for it").
What are your favourites? And do any of them justify in creative terms the amount they cost to air?
