These are more than just ads you fast forward through in other programs. These are creations that, if done right, can become pop culture moments.

Ads in the Super Bowl have become so important to companies – and to some consumers – that entire ad campaigns are sometimes built around the commercial’s initial airing. For the most part, these ads before the ads play out online. Or, in some instances, companies will show a brief segment of the Super Bowl ad to whet viewers appetites, with the big reveal during the Big Game.

Planning on watching the game for the ads? Check these out:

Priceline.com – William Shatner’s Priceline Negotiator character is going away, but the former Captain Kirk will continue to voice the company’s ads. And Priceline’s not backing away from its signature silly humor.

https://www.youtube.com/watch?v=zJ9LEusZuz8&list=PLZT87ZBI_Fq2rcbgBH98SDCnPwJmmj6vq&index=1

Amazon (AMZN) – The retail giant is a Super Bowl advertising rookie, but it’s bringing in veterans Alec Baldwin and Dan Marino to help Amazon Echo make an impression.

https://www.youtube.com/watch?v=_y-4pGhRxek

Bud Light (BUD) – A sure-fire quick way to build buzz is to feature two of the hottest comedians around. Bud Light’s spot, which will feature Amy Schumer and Seth Rogen in a political spoof, is likely to turn heads on Sunday.

https://www.youtube.com/watch?v=JAP7JGnwT1c

Taco Bell — The Mexican chain is rolling out a new product in its Super Bowl spot, but it wants to build curiosity around it first. So it has put out a series of teasers surrounding the ad and what it will unveil.

https://www.youtube.com/watch?v=d131E2aUF9g

Pokemon – Another rookie advertiser, Pokemon is celebrating the 20th anniversary of the series’ first games with an inspirational commercial that ties childhood prodigies and superstar athletes with Pikachu and Dragonite.

LG – Exactly why Liam Neeson is so concerned that “they” are violently opposed to OLED televisions is kind of unclear, but this Tron-meets-Looper commercial teaser sets the stage for what seems likely to be a big budget introduction to the sets.

https://www.youtube.com/watch?v=PzLfPx-8OuM

T-Mobile (TMUS)– Hip-hop star Blake lends a hand in T-Mobile’s ongoing effort to belittle other carriers and their limitations and conditions. Plus, who doesn’t like hating on lawyers?

https://www.youtube.com/watch?v=GDIeNrcGxvQ

Kia – Need to make a splash with your ad and bump up your company’s cool factor? There’s no better trick than to hire Christopher Walken. Kia’s hoping that continues to hold true this year.

https://www.youtube.com/watch?v=ZILIr1412wc

Heinz – One of the easiest ways to win hearts and attention with a Super Bowl ad is to feature a puppy (well, unless you’re GoDaddy). Heinz doubles down with a flock of dachshunds running through a field wearing hot dog suits.

https://www.youtube.com/watch?v=aNN9nL2vppM

TurboTax – TurboTax’s “You Don’t Need to be a Genius” spots that have been running for the past few weeks have been (at best) mildly amusing, but the company is ramping things up for the Super Bowl. Exactly who it will feature in the in-game commercial is still a mystery, but we now know who it won’t be – and he’s not happy about it.

https://www.youtube.com/watch?v=SmX_8aN8r7M

Mountain Dew – Every year, there’s one commercial that no one really knows what to make of it. Sometimes, it becomes a viral hit. Sometimes, it becomes a what-not-to-do example. (Sometimes it’s both.)

https://www.youtube.com/watch?v=Yeg3LKb79k8

We have no idea what Mountain Dew has planned this year, but we’ll be watching.