Airbnb's ad was one of the more overtly political, showing a variety of different faces with the tagline "We accept."
NEW YORK (AP) — Messages about America, inclusiveness — and, yes, even "four years of awful hair" — kept bubbling up in Super Bowl 51 ads from Airbnb, the NFL and a line of personal care products. But there was still plenty of escapism and light humor for those who weren't into the politics.
During the pre-game show, Coca-Cola ran "It's Beautiful," an ad featuring people around the country drinking the fizzy beverage and singing "America the Beautiful" in different languages.
It's tough to be a Super Bowl advertiser in during any year. But this year, a divisive political climate has roiled the nation since President Donald Trump took office in January, making it even tougher for advertisers.
Paying $5 million for 30 seconds to capture more than 110 million expected viewers, advertisers had to walk the line with ads that appealed to everyone and didn't offend. Some were more successful than others.
An NFL ad conveyed what all advertisers hope the Super Bowl becomes: a place where Americans can come together. "Inside these lines, we may have our differences, but recognize there's more that unites us," Forest Whitaker intoned in a voiceover as workers prepped a football field and gridiron scenes played.
"It went by so fast, I almost missed it," DiMassimo said. "Not sure it was worth the trouble of doing it live."
"America, we're in for four years of awful hair, so it's up to you to do your part by making up for it with great hair," a voiceover states, showing black-and-white photos of people with a wide array of hairstyles. "Do your part. ... Let's make sure these next four years are 'It's a 10.'"
Some advertisers took the safest route possible by re-airing ads they've used before — an unusual, though not unprecedented, move. Coca-Cola,Cheap Jerseys From China, Google and Fiji water aired rerun ads.
"Anxiety and politics just loom over this game,Wholesale Soccer Jerseys Authentic, so anybody who gives us the blessed relief of entertaining with a real Super Bowl commercial wins,China Jerseys Wholesale," said Mark DiMassimo, CEO of the ad agency DiMassimo Goldstein.
Ads with light humor and stuffed with celebrities were popular. Honda's ad made a splash by animating the yearbook photos of nine celebrities ranging from Tina Fey to Viola Davis. They make fun of their photos — Jimmy Kimmel is dressed in a blue tux and holding a clarinet,Jerseys NFL Wholesale, for example — and talk about "The Power of Dreams," Honda's ad slogan.
Advertisers were treading carefully when it came to political themes.
"It was a really good message and it was entertaining," said Mirta Desir, a New Orleans native who works in education and was watching the game on Long Island.
The Tide ad with Terry Bradshaw was a hit with some viewers because of the way it tricked viewers by seeming to be part of the broadcast. "It made you think twice," said Pablo Rochat, watching in Atlanta. "There was funny dialogue and good storytelling."
SUPRISES
A debut Super Bowl spot by the "It's a 10" hair care brand introduced its line of men products by joking about Donald Trump's hair.
Some thought the ad was a hit. "Kudos to them for making a strong statement," said O'Keefe. But others, such as Villanova University marketing professor Charles Taylor, thought it didn't have a clear enough link to the brand and risked coming off as a "purely political statement."
But there were still plenty of ads that walked the line.
As the New England Patriots edged out the Atlantic Falcons on the field in Houston, Airbnb touted inclusiveness with an ad showing faces of different ethnicities and the copy: "We all belong. The world is more beautiful the more you accept." Coca-Cola aired a previously run ad in the pregame in which people sing "America the Beautiful" in different languages. Even a hair care brand dipped into politics:  The "It's a 10" hair brand indirectly referenced Donald Trump famously unruly do in its Super Bowl spot.
"The Super Bowl is shaping up as a counterpoint to the divisiveness in the United States," said Tim Calkins, a marketing professor at Northwestern University.
Snickers got tons of press by airing a live ad In the third quarter. On a Wild West set, Adam Driver seems to not know the ad is live. The set falls apart (on purpose). "You ruin live Super Bowl commercials when you're