Creating a memorable and profitable Super Bowl ad is a complex undertaking that can come with great rewards. This year, 30 seconds of airtime will cost advertisers $4.5 million U.S. and it's a price many are willing to pay given the popularity of the game and its commercials.

According to Marketing and Consumer Studies professor Timothy Dewhirst, companies have taken many different approaches over the years, but there is still no winning formula for a successful ad. More and more companies also try to include their audiences before the big game.