But off the field, there will be another battle on your TV screens, as brands attempt to outwit one another with their Super Bowl commercials.
While the 2018 ad winner is yet to be crowned (here are the 10 most buzziest commercials), it's as good as a time as ever to take a walk down memory lane. Whether heartwarming or funny, sad or downright weird, these commercials left an indelible impression on their audiences.
Here are 10 of the most unforgettable Super Bowl commercials of all time, in no particular order.