NEW YORK — Super Bowl advertisers are finally seeing their efforts play out on the industry's biggest stage.
Here's a look at some highlights of the Super Bowl ad action. Check back for updates throughout the night.
BOB DYLAN'S SUPER BOWL
Legendary singer Bob Dylan appears in the flesh for one of Chrysler's surprise ads for the night. The two-minute spot is reminiscent of the car maker's patriotic ad starring Eminem and celebrating Detroit in 2011.
Dylan walks through the city streets explaining that "Detroit made cars" and that "cars are made in America."
In case you didn't get the point, he goes on to explain in his familiar raspy voice:
"Let Germany brew your beer, let Switzerland assemble your watch, let Asia assemble your phone. We will build your car."
It's the second appearance of the night for Dylan, if you count the tune of "I Want You" in the Chobani ad.
MORE PATRIOTISM — AND A GAY COUPLE
Chrysler wasn't alone in its patriotic sentiment. Budweiser also ran "Hero's Welcome," which chronicled a soldier's homecoming in Winter Park, Fla. Meanwhile, Coca-Cola ran an ad with "America the Beautiful" being sung in a seven different languages, with shots of scenic landscapes from around the country.
A new development: the Coke ad shows a gay couple and their daughter. That marks the first time a gay family has been included in a Super Bowl ad, according to GLAAD, which advocates for the LGBT community.
A longer version of the ad is set to air during the opening ceremony of the winter games in Sochi.
A SEINFELD REUNION...SORT OF
Sightings of "Seinfeld" actors filming in New York City this week sparked rumors of a reunion.