Apple Computer Inc. is credited with raising Super Bowl advertising to its showcase status when it created the futuristic "1984" commercial for the game that year.
The provocative ad, which introduced the company's line of Macintosh computers, left the viewing audience gaping and burnished the Macintosh name in the minds of millions.
The commercial, meant to be broadcast just once, also permanently raised viewer expectations for Super Bowl advertising.
Since then, commercials broadcast during the game have grown steadily more elaborate and more expensive.
For this year's game, Coca-Cola has developed special video effects for a halftime sweepstakes contest, and Anheuser-Busch will put its beer bottles through their paces in the third installment of the "Bud Bowl."