Celebrities from Beyoncé to Arnold Schwarzenegger sold products with a wink.

The superstar posed with a peach on the cover of his new album, Coming Home, and in a new ad campaign for the SKIMS underwear brand as he prepares to perform Sunday night at Las Vegas' Allegiant Stadium. The Jonesboro High School Marching Band is also featured in an Apple promo for the part-time Atlanta resident's Super Bowl appearance.

Advertisers spent up to $7 million for every 30 seconds of airtime during Super Bowl LVII. Here's a sampling of what worked – and didn't – in the most expensive ad showcase on American television.

For the first time in 37 years Budweiser will not directly advertise its beer during the game. Other famous brands are also taking a pass.