AP
This photo provided by PepsiCo shows Peter Dinklage in a scene from the company's Doritos Blaze Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (PepsiCo via AP)
- HONS
This photo provided by PepsiCo shows Morgan Freeman in a scene from the company's Mountain Dew Ice Super Bowl spot. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (PepsiCo via AP)
- HONS
This photo provided by TurboTax shows a scene from one of the company's Super Bowl spots. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (Kyle Pero/TurboTax via AP)
- Kyle Pero
This photo provided by PepsiCo shows Peter Dinklage and Morgan Freeman in a scene from the company's linked Doritos Blaze and Mountain Dew Ice Super Bowl spots. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (PepsiCo via AP)
- HONS
This photo provided by TurboTax shows a scene from one of the company's Super Bowl spots. For the 2018 Super Bowl, marketers are paying more than $5 million per 30-second spot to capture the attention of more than 110 million viewers. (Kyle Pero/TurboTax via AP)
- Kyle Pero