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>> for many of us they play some football between the commercials. this is some of what we'll see. >> you want me to go to newark with those guys? >> somebody ordered 46 banana daiquiris. >> reporter: it will be a record year of spending. >> every time you crave doritos he turns into a bird of prey. >> reporter: a quarter billion, yes billion dollars. >> watch this. >> reporter: and there will be something different this year. many commercials will be longer. take volkswagen. they stole the show last year with that miniature darth vader. well, the "star wars" theme continues with "the bark sid...

Winding down before that pivotal florida primary, mitt romney is sounding upbeat. >> i feel good about florida and feel good about the send-off. and as i watch speaker gingrich flailing about and casting about and attacking, i have to think that he's seeing a diminution of support and recognizing that he's in trouble here. >> reporter: the latest polls show romney surged to a double-digit lead over newt gingrich. romney and his supporters are outspending gingrich 4-1 on tv ads including this controversial ad with tom brokaw. >> newt gingrich, who came to power after preaching a higher standard...

Difficulty here in florida. i think for each of us if we fail somewhere, if we fail in a debate or we fail to get the support of people it's time to look in the mirror. >> reporter: but the story of this campaign in florida is largely a story of big money and nasty ads. it started with romney, who launched this. >> newt has a ton of baggage. >> reporter: his first attack ad in florida less than 48 hours after losing the primary in south carolina. since then romney and a pro-romney super pac have pummeled gingrich with nearly $14 million worth of attack ads in florida. most recently the controv...

It's a pretty unique approach to super bowl advertising. and hopefully it will come out without a hitch. >> reporter: and many ads will offer ways to surf the net or use your phone to get more info. but nothing quite like what this guy's phone will do. >> this new phone i got will get us anything we want. send me more doritos. >> sending more doritos. >> let me try it. send me three hot wild girls. >> yeah. >> sending three rottweilers. >> no, no. >> reporter: if only the game is as good as the ads. david kerley, abc news, washington. >> so why are we here again? >> that was my favorite. >> si...

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