Brands are paying $5M to NBC to air a spot, but the production can cost up to an additional $5M.

The most creative minds in advertising are thinking up ideas for ads, but it will be tough to surpass the best ad of all time compliments of E*Trade!

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1) 9 Ad Innovations Poised For Kickoff In Super Bowl LII

2) There’s going to be a record number of long ads at this Super Bowl — and it’s in stark contrast with where advertising is headed

3) How the Budweiser Clydesdales Will Make an Appearance During the Super Bowl

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