Sunday’s Big Game is expected to be watched by more than 100 million people. Most of the viewers are tuning in for the game itself, but some of them are expected to tune in for the commercials.

Commercials for the Big Game are often memorable and iconic. There is a display at the NFL Fan Experience dedicated to the commercials.

“We have actual props that are as iconic as the ads themselves,” said Ram Krishnan, Senior Vice President and Chief Marketing Officer for Frito-Lay. “The Doritos vending machine, when a guy throws a snow globe at it. People can do that when they come down here, and see if they can get it into the vending machine. Next, we have the Doritos samurai suit, where you can actually wear the samurai suit and throw the Doritos the farthest.”

Doritos has been airing ads during the Big Game, for 17 years. In 2006, the company began its “Crash The Super Bowl” contest, where they asked fans to come up with their own ideas for ads.

“We have this five-month conversation with the consumers, and then this is just part of that.” said Krishnan. “So, the consumers in San Francisco can experience and feel and interact with the brands, not just watch it on TV when the ads run.”

For 2016’s big game, there are three finalists for its user-generated content submission. One of the three finalists is from Australia. The winner will be revealed, during the Big Game on Sunday.