they're working withen withen monkeys and i love the horses in the budweiser commercials. >> they don'tbowl of supervising. they can break the agency and the commercials as well. >> the teams had to beat each other to get there. there's no difference. the agencies have to beat each other to get there. >> the winners are chosen sometimes at the last minute. for smaller companies like california's emerald nut, this is a big part of its marketing budget for the whole year. >> exercising religiously and littering do not use the steam roller. >> i believe that there's a certain amount of legitimacy that comes along with being a super bowl advertiser if you do it more than once you become a little more mainstream. >> emerald took a big gamble with its first super bowl apaoáerpbs. after the game ran, biness grew to 26%. >>> this is a look at what the directors of super bowl ads do. >> reporter: think of a super bowl add, like the one where the monkey wanted to be a clydes deal. the folks in the games try to top tháebgss with a look. but it's a business of a great big part tkpweurs. i think thi