Humor and celebrity cameos are in at this year’s Super Bowl, while gambling and cryptocurrency are out. That’s the game plan for the 50 brands advertising during Sunday’s big game, which features the Kansas City Chiefs going for a historic three-peat against the Philadelphia Eagles.

With 80-plus ad spots divvied up among the 50-something advertisers during the game, it’s tough to make sure viewers remember your brand message. And with a few ad spots going for a record $8 million for 30 seconds this year, the stakes have never been higher.

Commercials for the first Super Bowl in 1967 cost just $42,000 and big game spots didn’t surpass $1 million until the mid ‘90s. Prices have gone up nearly every year since then, jumping from $5.6 million in 2021 to $7 million in 2023 and $8 million this year.