Have you heard? Sunday is the Super Bowl. It’s not a regular bowl game. It’s a super one.

To build hype for the Most Important Sport Event Ever, for the past two weeks we’ve been bombarded with touching locker room pieces and less touching stalkings of Tom Brady and Giselle.

But the real game going on is the advertising game. The Super Bowl really is the Most Important Sport Event Ever, at least in terms of ratings. Consequently, Super Bowl ads this year are going for an average of $2.7 million.

But that’s nothing when you consider all the hype having a Super Bowl ad brings a company. Above is an ad we voluntarily put up for Pepsi. Think about that for a second. We’re putting up an advertisement for a soft drink we don’t even like because we think you, the reader, are interested in it. And somehow you are. We are, too.

For $2.7 million, Pepsi didn’t just buy a captive audience. They bought an adoring one. Anyone want a soda?