we talked to jeanine poggi, stuart elliott and jason deland. >> it's sort of like a smorgasbord or cafeteria. you go down the tables and pick out there's patriotism, emotion, there is humor, there is celebrities, there is hit music, there is surprise endings. there are all these elements that help build a good super bowl commercial. >> rose: and we talk to amos gitai and his film "rabin, the last day." >> three main forces, hallucinating ray buys with the strains, and the strong lobby of the settlers and the parliamentary right b, that i'm not sure wanted to kill rabin but they definitely wanted to get rid of him in power, and, so, we started to research and this is the raw material of the script. >> rose: the president visits a mosque, super bowl ads are upon us, an israeli film maker talks ability rabin when we continue. >> rose: funding for "charlie rose" has been provided by: >> rose: additional funding provided by: >> and by bloomberg, a provider of multimedia news and information services worldwide. captioning sponsored by rose communications from our studios in new york city, this is

jeanine poggi, stuart elliott, and jason deland . $5 million for 30 seconds?art: it can be a bargain if it is properly leveraged, online, social media, the working it before, during, and after the game. i assume there's no magic formula. what do the best have? stuart: there's a smorgasbord. humor, celebrities, patriotism, surprise endings. p build aese hel good commercial. but, if there was a magic formula, all of them would be perfect. there are many clunkers down through the years, notorious for being the failures. charlie: who has had the biggest success? budweiser, territo, mcdonald's has had some good commercials in the past. cars, can you remember? folks wagon, the force-- force.gen, the they're a lot more lighthearted this year. there are teasers on social media sites. announcers are talking during the game about the brand, what a better way to have a conversation? charlie: what goes into it? what goes into this show, charlie? [laughter] good for you're really them,and, meaning for yourng for the product, striking a chord and making some meaning there.