Sport will be the main spectacle on Sunday evening, as the New England Patriots meet the Philadelphia Eagles in Minneapolis’ US Bank Stadium. With Tom Brady on the verge of securing a record-breaking sixth Super Bowl title, this could be a huge evening for American football.

However, many of the millions tuned in won’t be all that interested in what happens on the field. For some, the Super Bowl 2018 commercials will be the main event.

Iconic adverts such as Budweiser Frogs (1995) and Cindy Crawford’s Pepsi commercial (1992) helped to transform the Super Bowl ad breaks into a separate highly-anticipated event.

Companies turn to the biggest names in entertainment to star in their Super Bowl commercials, with most opting for a comical approach to get audiences talking.

The Super Bowl tops the United States’ television broadcast viewership chart every year, consistently attracting more than 100m viewers.

This presents advertisers with a rare opportunity to put their products in front of such a large audience and they are more than willing to pay the price.

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In fact, Super Bowl advertising has become its own competition of sorts. With only so many slots available to purchase, the average cost of a 30-second Super Bowl commercial has climbed from $2.7m in 2008 to approximately $5m in 2018.

This year’s broadcaster, NBC, is expected to make upwards of $385m from airing Super Bowl commercials.

Here are just some of the advertisements that are set to air during Super Bowl LII.