MINNEAPOLIS (WCCO) — More than $4 million for a 30 second ad. That was the going rate for this year’s Super Bowl.

But is it really worth it?

While many of those advertising are major corporations like Budweiser, there were some newbies.

One of them is a little known Ohio adhesive company called Loctite. That company invested more than their entire prior year’s ad budget in their one ad that’s set to run during the fourth quarter of Sunday’s big game.

Loctite’s big gamble was produced by Fallon, a Twin Cities-based ad agency, and the company’s Super Bowl buy has gotten a lot of attention.

It’s the subject of an online documentary by Ad Age and has been written up in the New York Times.

And that means the stakes for Fallon are super-sized, too.

Loctite is hoping its 30-second Super Bowl ad will transform its super glue from a little-known brand name to one that has instant consumer recognition.

Loctite is essentially making a $4 million bet.

For Fallon, the pressure is intense.

Last year, Radio Shack was counting on its Super Bowl ad to help revive the company. The ad, which suggested the company was stuck in the ’80s, got great reviews but did little to boost sales.

Jeff Kling, the chief creative officer for Fallon, was a guest on WCCO Sunday Morning.

“It would be risky for Loctite not to advertise on the Super Bowl,” he said. “It is a valuable media property working the way it is supposed to, a network makes a huge investment and can command a gigantic audience. They have created a wonderful, gigantic stage, and we need to be seen on it.”

But even before the Super Bowl, Felon has delivered for Loctite.

Since last May, an on online ad Fallon produced has gotten 1.3 million views on YouTube.

But with 100 million people watching the Super Bowl, the stakes and the potential payoff for Loctite and Fallon couldn’t be higher.

To see the full interview with Kling, watch the video above.

Esme Murphy

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