Video: Car companies face-off in the Super Bowl ad war
It may not have registered much on your Sunday evening, but last night another Super Bowl was won and lost at the Cowboy's Stadium in Dallas.
Anyone who did stay up late to watch the BBC's coverage will be able to tell you that it was a pulsating match, but what they won't have seen are the über-expensive commercials which orbit the action like planets moving round the sun.
Thanks to high production values and the sheer size of the event, the adverts have become as much a part of the experience as the game itself. Car manufacturers are one of the biggest contributors to the annual menagerie - we take a look at the best on offer.
Click below to watch.
Audi takes a swipe at one of its main rivals with this 60-second slice of tongue-in-cheek jail break. It hinges on the new A8, but what it's really about is Audi flexing its considerable brand muscle to the youth-orientated American market.
Chevrolet came to bat with five commercials during game time (including one featuring the cast of Glee) but the one that caught our eye was the Camaro promo. Probably because the car will officially be coming to the UK soon.
It's easy for the American car companies to play to national sentiment, but how to do that if you're a European manufacturer? Well, just remind the country that while you may be BMW, you actually build one of your major models in the States.
One thing you can't do during the Super Bowl is go too big. Kia takes that idea and runs with it like Forrest Gump headed for the end zone. The result is predictably weird.
Star Wars is the fallback for any ad agency short on ideas, but it's difficult to fault a winning strategy. This 30-second Volkswagen slot has already drummed up 15m hits on YouTube.
Unlike Kia, Hyundai took a more conventional route to American hearts. The commercial, one of a handful, suggests that buying a Korean car may not be the compromise they might have thought it was.
This is how you do it. A bruised American city throbbing to the heavy hip-hop beat of a sentimentalised work ethic. Chrysler fronts up this one, but it could be about any one of the US giants howling the case for Detroit's re-emergence from debt and crisis.