Super Bowl ads this year morphed into mini soap operas.
Dwayne "The Rock'' Johnson shrugged off aliens so he could get more milk for his kids in a Super Bowl spot for the Milk Processor Education Program.
Anheuser-Busch's advertisements told the story of a baby Clydesdale growing up and returning to his owner for a heartfelt hug years later.
And a Jeep ad portrayed the trials and triumphs of families waiting for their return of family members.
The reason for all the drama off the field? With 30-second spots going for as much as $4 million and more than 111 million viewers expected to tune in, marketers are constantly looking for ways to make their ads stand out. And it's increasingly difficult to captivate viewers with short-form plots involving babies, celebrities, sex and humor - unless there's a compelling story attached.
"A lot of advertisers are running long commercials to tell these stories that engage people often in a very emotional way,'' said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern. "These spots that tell stories really stand out in the clutter.''
TEAR-JERKING MINI EPICS
Chrysler started the long-format commercial trend last year, with a two-minute spot starring Clint Eastwood that became very popular.
This year, Chrysler led the trend again with its two-minute salute to troops and their families. The ad featured Oprah Winfrey reading a letter from the Jeep brand to encourage families to stay hopeful.
"Wendy Ochoa, a high school teacher who lives in Novi, Michigan, said the ad was very emotional. "It tugs on your heartstrings,'' Ochoa, 44, said. "How can it not?''
Anheuser-Busch also pulled at heartstrings with a spot about a baby Clydesdale growing up and moving away from his farm and his trainer. Years later, the horse remembered the trainer after returning for a parade. He raced down a street to hug him.
"The Budweiser commercial with the Clydesdale made me cry,'' said Wendy Ponzo, 49, who was watching the game in Pont Pleasant, New Jersey.
Lincoln's 90-second ad was inspired by tweets by fans about road trips. The company asked people to send their stories, and Jimmy Fallon, host of NBC's "Late Night with Jimmy Fallon,'' decided on which tales would be used.
The ad, which was based on more than 6,000 tweets from fans, shows adventures during a fictional road trip. A woman picks up a German hitchhiker, and they go to an alpaca farm,