The game itself is still four days away, but one part of the Super Bowl pageant is already upon us.
Advertisers have been releasing their Super Bowl entries via social media.
Some old favorite themes are back as well as some new.
They run from racy to ridiculous.
Companies are competing for attention on a day when everything is a bit more bold, a little larger.
"It's about getting people excited and creating the buzz around your brand," says Kraft Foods director of innovation Janda Lukin.
A buzz that's no longer just about the big screen.
Kraft will use its Super Sunday ad to kickoff a new product.
"We thought this would be a great opportunity to reach those consumers during a time where they are really engaged, and the timing is perfect for us as well, we're going to be on store shelves the next day," Lukin says.
Teasers, and even full spots, can bee seen early on Facebook, YouTube, and Twitter.
"Really it's about integration of other mediums with television where you really get the most bang for your buck with the Super Bowl," explains VW America chief marketing officer Tim Mahoney.
Analyst say as many as 115-million people could tune in on Sunday.
That would be the largest television audience in U.S. history.
At an average of $3.5 million for a 30-second spot, advertisers want to make sure as many people as possible see their Super Bowl ads.