MINNEAPOLIS -- When you think Super Bowl commercials, you probably think big companies spending big bucks and going all out, but come Sunday, you'll see some local companies pop up.
You can bet folks like Menard's and Jimmy John's, which have spots running Sunday, won't be spending $3.5 million to be seen, and they don't need to.
"People are watching it for the commercials just as much as the game," says Diane Ethier with Clarity Coverdale Fury out of Minneapolis.
Ethier has been placing ads for local companies for the last ten Super Bowls. She says it's a smart buy because local ad time comes at a fraction of the cost, but you still get all that audience.
"Basically any demographic you're looking at, men or women, you're going to get 40-50 percent of that target audience with one spot on one day. You just can't do that with anything else," she says.
That's why Park Nicollet chose Super Sunday to kick-off its new campaign.
"This is the thing that is hopefully going to put Park Nicollet a little bi more on the map," says Steve Sikora with Minneapolis based Design Guys.
Design Guys created the spot and is meant to show all that Park Nicollet has to offer. They knew going up against the big dogs on a small budget that they'd have to be creative.
"The whole idea of the awareness campaign ws to do something that was a little bit disruptive and surprising," says Sikora.
It's the first time Design Guys will have an ad play in the Super Bowl, and though it will only be seen regionally, you can be it's a little unnerving.
"Oh, it's horrifying," laughs Sikora. He's kidding, of course. The company is very excited to be a part of such a big day. But, that doesn't mean there isn't a whole lot of pressure to perform.
The Super Bowl airs on KARE 11 Sunday, February 6.
(Copyright 2012 by KARE. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.)