10. EDS — 'Running of the Squirrels'
Approximate cost: $4.2 million Half-minute rate: $2.1 million This comical one-minute ad is an excellent example of a memorable Super Bowl ad. It parodies Spain's traditional running of the bulls, but replaces the bulls with squirrels. Watching people frantically run from squirrels is hard to forget, but it's also hard to forget the $4 million Electronic Data Systems spent on the ad.
9. Reebok Terry Tate — 'Office Linebacker'
Approximate cost: $4.2 million Half-minute rate: $2.1 million In 2003, Reebok used its Super Bowl spot to air one of the best and most memorable commercials of all time: Terry Tate: Office Linebacker. Reebok aired a series of the Terry Tate ads during that year's game, but the nearly four-minute commercial is worth a watch.
8. Subway — 'It's OK, I ate Subway'
Approximate cost: $4.4 million Half-minute rate: $2.2 million In 2004, Subway spent $4.4 million on a clever commercial about the cost of indulgence. The sandwich maker encourages customers to live by its slogan at the time: "It's OK, I ate Subway." But the ad explains it isn't okay to do naughty things after indulging in one of their delectable subs.
7. Cadillac — '0 to 60 in Under 5 Seconds'
Approximate cost: $4.6 million Half-minute rate: $2.3 million In this 2005 commercial, Cadillac spent $4.6 million on a one-minute ad promoting its V-Series models and their ability to go from 0 to 60 miles per hour in under five seconds. Strangely, the company spent the first 25 seconds (approximately $2 million) doing what every car company does in every commercial: Showing a shiny car from all angles. Seems like a very expensive lost opportunity?
6. ESPN Mobile — 'Sports Heaven'
Approximate cost: $4.8 million Half-minute rate: $2.4 million In this 2006 Super Bowl commercial, ESPN showed sports fans its vision for the future. ESPN promoted its new mobile platform where avid fans have mobile access to every athletic stat, rank and standing — a little slice of heaven for sports lovers. And at $4.8 million, let's hope this pricey ad helped ESPN obtain some heavenly revenues.
5. GMC — 'Use Me'
Approximate cost: $5.2 million Half-minute rate: $2.6 million GMC used its $5.2-million Superbowl spot to show off the company's high-tech computer-generated robot assembly line. Then GMC showcased all the various uses people get out of its trucks and SUVs. Nothing extraordinary or too memorable about the ad — other than the price tag, of course.
4. Coca-Cola — 'Stewie v. Underdog'
Approximate cost: $5.4 million Half-minute rate: $2.7 million In this ad, balloon versions of Family Guy's evil baby Stewie Griffin and dog superhero Underdog duke it out over a bottle of Coca-Cola. The computer graphics used to create this ad hardly warranted the $2.7 million Coca-Cola paid for each half-minute of this commercial, but the concept is still unique and delighted many viewers.
3. Audi — 'The Chase'
Approximate cost: $5.6 million Half-minute rate: $2.8 million In this commercial, action-hero Jason Statham goes through several luxury cars to find the right getaway wheels. He settles on a new Audi A6. The action-packed commercial manages to thrash Audi's rivals with cinematic appeal. Then again, there is no need to pull punches when you're spending $5.6 million on a one-minute ad.
2. Budweiser — 'Delivery Truck Bridge'
Approximate cost: $5.8 million Half-minute rate: $2.9 million Every Super Bowl Sunday, Budweiser tries to outdo its competitors with a new creative and unforgettable ads. This 2010 Budweiser ad did just that, even though it cost the beverage giant $5.8 million. Between this ad and beloved commercials from Super Bowls past, including the Budweiser Clydesdales and the Bud frogs, this beer brand has cornered the market on memorable Super Bowl spots.
1. Chrysler — 'Imported From Detroit'
Approximate cost: $12.4 million Half-minute rate: $3.1 million Reigning at an all-time high with an average $3.1 million for every 30 second slot, Chrysler's two-minute commercial, "Imported From Detroit," rings in as the most expensive mini movie to air during football's annual championship game. Featuring rapper and Detroit native Eminem, the spot attempted to drum up support for the U.S. domestic auto industry.