With the full cost of a 30-second Super Bowl ad coming in close to $10 million for most brands ($7 million for the ad slot, plus costs for talent, production, fees to the ad agency and more add up quickly), a Super Bowl ad represents a significant investment in a company’s brand.

Get it right, and you’ll be rolling in ROAS and other acronyms that will make your CFO happy. Get it wrong, and well, don’t get it wrong.