What makes great Super Bowl commercials great

CLEVELAND - While some people are really into the Super Bowl game, others are tuning in to see the commercials. Let's take a look at some of the best in recent years and get a peek at what's to come this Sunday.

Great ideas make an ad great. That's according to marketing expert Sally Hogshead.

"The Force" Darth Vader Volkswagen ad from 2011 stands out as one of the best to Hogshead. It's a commercial that inspires and gives hope.

At least those are the feelings some companies, who are paying millions of dollars for a 30-second spot, hope their ad will do. In turn, they're hoping it drives viewers to buy their product -- or at least create a buzz about it.

Remember the Eminem and Chrysler commercials? The two 2011 ads featured the rapper in his hometown, Detroit, a city hit hard by the recession. Chrysler boasted its 200 was imported from Detroit, just like the successful artist. They were successful commercials because they captured emotion.

How could we forget the 2010 Snickers football ad featuring Betty White? If Betty White's in it, it's bound to be a hit. Arguably, the commercial brought her back into the spotlight.

So just how pricey are these ads? This year, Super Bowl ad rates for 30-second spots jumped to $3.5 million, up $400,000, making it the largest increase in 11 years.

Characters also make great commercials, as they gain a following. The eTrade baby commercials best illustrate the humor strategy that's paid off for the company.

Looking ahead at Sunday's Super Bowl, you can expect to see a few good commercials. After part of it leaked online, Honda released the extended version of its new ad, which has been the most talked about all week. It features Matthew Broderick bringing back his old Ferris Bueller character. In the two-and-a-half minute homage to the movie "Ferris Bueller's Day Off," Broderick calls in sick to a film shoot and enjoys another day of slacking off instead. The spot airing in the Super Bowl is sure to be a sensation, as the extended version is on YouTube with is more than eight million views.

Have a favorite Super Bowl ad? Tell us why in a comment below.