This year, automakers will return to the Super Bowl in full force, hoping to make big impressions with their cars.
Mercedes-Benz has enlisted supermodel Kate Upton, while Lincoln has employed comedian Jimmy Fallon.
Many automakers are trying to build buzz through teaser ads and social media campaigns. Here's a rundown of what we know so far.
Chrysler is coming off of back-to-back blockbuster ads. In 2011, Chrysler made its mark with the first automaker to air a two-minute Super Bowl featuring Eminem and the "Imported from Detroit," tagline and in 2012 the automaker created a political stir with Clint Eastwood in "Halftime in America."
FORD & LINCOLN: Ford hasn't advertised in the Super Bowl for several years and won't be there this year either. But Lincoln is a different story.
Jim Farley, Ford's executive vice president of global marketing, doesn't believe that the Super Bowl is a wise place for mainstream, established brands to spend their money.
Lincoln will be in the Super Bowl for the first time ever with a 60-second spot crafted by comedian Jimmy Fallon.
HYUNDAI: In its sixth-consecutive year as a Super Bowl advertiser, Hyundai said it has five game-day ads, including four all-new spots, planned.
The Korean automaker has again secured a 60-second commercial just before the kickoff. Two additional 30-second commercials will air during the game and two will air during the pregame show.
Hyundai's commercials will highlight its Santa Fe crossover, Sonata Turbo full-size sedan and Genesis R-Spec luxury sedan.
KIA: Kia has purchased a 30-second and a 60-second spot. At least one of the spots will feature the redesigned Sorento crossover.