It is the biggest weekend of the year for American football fans, as Sunday's Superbowl sees the New York Giants take on the New England Patriots.
As well as the action on the field, advertisers spend a fortune to hook fans who are watching on TV. Superbowl advertisements are a tradition almost as important as the biggest event in US sports itself.
This year many ads show an on-screen 'Quick Response' code so that smartphone equipped viewers can instantly scan and order products.
Al Jazeera's Rob Reynolds reports from Los Angeles.
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