Super Bowl ads cost as much as $4 million for a 30-second slot, so marketers need to make them count. Among the most successful campaigns in recent years: Budweiser's "Wassup?" spot, which focused on friendship; Google's "Parisian Love" campaign, which sought to tug at our heartstrings; and Volkswagen's "The Force" ad, which featured a pint-sized Darth Vader.

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