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Worldwide hype for Super Bowl ads

Top brands that have spent millions for a Super Bowl ad spot are trying to squeeze the most out of their investment by going global.

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He said he'd be back. We just didn't expect Arnold Schwarzenegger to be wearing a long blond wig and posing as a ping pong player when he returned.

A television advertisement for beer company Bud Light starring The Terminator and former Californian governor is among those vying for international acclaim during the most watched US television event of the year, the Super Bowl.

Arnold Schwarzenegger wears a long blond wig and poses as a ping pong player.

Arnold Schwarzenegger wears a long blond wig and poses as a ping pong player.

Other celebrities to join Arnie in flogging products for Super Bowl XLVIII advertisers include Bob Dylan, Carmen Electra, an underwear-clad David Beckham, Scarlett Johansson, the cast of 90s sitcom Full House, and Laurence Fishburne reprising his role as Morpheus from The Matrix.

This year advertisers will fork out more than $US4 million ($4.57 million) for a 30-second advertising spot during the showdown between the Denver Broncos and the Seattle Seahawks at MetLife Stadium in New Jersey on Sunday, US time.

More than 100 million Americans are expected to tune into the FOX broadcast, making it the most lucrative time for advertisers to spruik their products. And for that privilege they will pay handsomely.

Star appeal: David Beckham has filmed an advert for H&M.

Star appeal: David Beckham has filmed an advert for H&M.

According to a report by media analysis company Kantar Media, the average rate for a 30-second advertisement in the Super Bowl has increased by more than 70 per cent during the past decade, reaching $US4 million in 2013.

"Healthy demand is expected to result in slightly higher pricing for the 2014 game," said the company, which has analysed advertising data from the past 10 Super Bowls.

That would make it the most expensive commercial time on US television by far, ahead of the next most expensive television event, The Academy Awards, which costs advertisers about $US1.6 million per 30-second slot.

Sydney's Tom Noakes directed an advert where a Doritos-munching mechanic sticks his finger in a mysterious device on the wall that cleans it of corn chip residue.

Sydney's Tom Noakes directed an advert where a Doritos-munching mechanic sticks his finger in a mysterious device on the wall that cleans it of corn chip residue.

From 2004 to 2013, the Super Bowl has generated $US2.01 billion of network advertising sales from more than 130 marketers, according to the company.

With that amount of money on the line, cashed-up companies are pulling out all stops to make the most outlandish, funny and celebrity-studded advertisements they can concoct.

An Australian-made advertisement for Doritos is a strong contender to take home $US1 million in prize money from the corn chip maker, which ran a worldwide competition for amateur filmmakers to submit self-produced ads.

Viral smash: Scarlett Johannson in the banned commercial.

Viral smash: Scarlett Johannson stars in a SodaStream ad. Photo: YouTube

Two Doritos ads will air on Super Bowl day, one selected by the world's votes and one by the Doritos brand team.

Sydney's Tom Noakes directed one of five ads that have been selected as finalists. In the ad, a Doritos-munching mechanic sticks his finger in a mysterious device on the wall that cleans it of corn chip residue.

When he questions how the device works, he is told by a colleague: "You ask too many questions, Billy."

Laurence Fishburne revisits his role as Morpheus in a Matrix-themed ad for Kia.

Laurence Fishburne revisits his role as Morpheus in a Matrix-themed ad for Kia.

The camera then cuts to the opposite side of the wall, where a large man is shown licking a finger as it pokes through the hole.

The winner, to be announced on Super Bowl day, will not only become an instant millionaire, but will win a chance to work on the set of the next Avengers film with Joss Whedon.

Fashion giant H&M has also relied on audience participation in its ad featuring footballer David Beckham.

He's back: Arnold Schwarzenegger.

He's back: Arnold Schwarzenegger.

The former England captain, who is no stranger to stripping down to his underwear for a fashion shoot, is shown in a preview of the ad ziplining across city rooftops in a pair of snug fitting underpants.

The premise is that Beckham is locked out of a photo shoot and, in a choose-your-own-adventure type ad, viewers can vote on whether they want the commercial aired on Super Bowl day to end with Beckham losing his underpants along the way.

Additionally, according to a press release issued by H&M, "viewers with select Samsung Smart TVs will be able to buy pieces from the new David Beckham Bodywear collection instantly during the Super Bowl through the t-commerce platform".

David Beckham stars in an H&M advert for the Super Bowl.

David Beckham stars in an H&M advert for the Super Bowl.

Last year, Gangnam Style star Psy performed his signature horse dance move in an advertisement for Wonderful Pistachios. This year, the nut company has teamed up with comedian Stephen Colbert.

"America, on February 2 apparently two professional football teams will be playing a game in honour of my first Wonderful Pistachios commercial," Colbert says in a teaser to the commercial, which will only be revealed on game day.

One of the funnier commercials to emerge so far is from beer giant Bud Light, which reportedly has bought up all the Google searches for "Super Bowl ad", according to Mashable.

But the company has not revealed what it has in store for Schwarzenegger, who is shown as a long-haired ping pong player.

A second teaser, which runs with the tagline "whatever is coming", indicates the company's elaborate Super Bowl ad will bring together 412 actors, 58 hidden cameras, five rock stars, four celebrities and "one unsuspecting guy".

Billboard reports that Bob Dylan will have a strong presence during the Super Bowl ad breaks.

Dylan himself will appear in a commercial for the new-model Chrysler, Billboard reports, although no teaser for the ad has been released.

His song I Want You also will appear in a commercial for Chobani yoghurt, starring a bear and voiced by Mandy Patinkin of Homeland fame.

An ad starring Scarlett Johansson for do-it-yourself soft drink maker SodaStream created early controversy when it was banned from game day coverage for mentioning competitors Coca-Cola and Pepsi.

The 30-second clip featured Johansson suggestively drinking from a straw in a tight black dress.

"Sorry Coke and Pepsi," she says in her last line, which will be cut from the ad on Super Bowl day.

SodaStream CEO Daniel Birnbaum responded that he was "disappointed as an American".

“What are they afraid of?” Birnbaum asked. “Which advertiser in America doesn't mention a competitor? This is the kind of stuff that happens in China."

In a commercial for car manufacturer Kia, Laurence Fishburne returns to his role as Morpheus from The Matrix to promote the new K900 luxury sedan.

“Take the blue key and go back to the luxury you know. Take the red key and you'll never look at luxury the same again,” Fishburne says in the ad, which has been released in full online.

Jaguar also has released its ad, which is directed by Tom Hooper of The King's Speech fame.

It centres around British villains in films and stars Tom Hiddleston, Ben Kingsley and Mark Strong.

Full House stars John Stamos, Bob Saget and Dave Coulier reunite in an advertisement for Oikos greek yoghurt, while Terry Crews, the actor and former NFL player, appears alongside The Muppets in an ad for Toyota.