Who's got $5 million to spend on 30 seconds of Super Bowl advertising time? Kia, Mercedes-Benz, Hyundai, Audi and Toyota did. But some brands managed to get a taste of the spectacle without dumping money into airtime and big-budget productions.
Hip-hop legend Big Boi pulled up for his halftime performance at Mercedes-Benz Stadium in -- what else? -- a throwback Caddy. Ford, too, qualified for vintage treatment. Ram, conspicuously absent from the network broadcast, worked the social networks instead.
Here's a look at some brands that got in on the Super Bowl hype without running TV ads during the game.