As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry on the field.

According to Come Near, the group managing the He Gets Us campaign, after airing commercials in three previous Super Bowls, they have seen nearly 10 billion video views, more than 70 million visitors to their website HeGetsUs.com and an awareness of the campaign so high that 40% of adults in the U.S. now know about He Gets Us.