Either way, USA TODAY's Ad Meter champions have over the years displayed the wide range of approaches that can deem a Super Bowl commercial a big winner in the eyes of the viewing public.

From State Farm to Bud Light, brands spend millions on Super Bowl ads each year. Here are the ones we're still thinking about ...

Let's be honest, they're the best part of the big game.

This McDonald's ad featuring two NBA legends became an instant classic when it first aired during Super Bowl XXVII in 1993.

Two years later, people still recognize Kansas City actor Austin Senger for a Snickers commercial filmed at Arrowhead Stadium.

A re you ready for some commercials?! For those not into the actual sport of football, there are always the commercials that ...