America’s biggest advertisers will ditch politics in favor of humor at Super Bowl LII, perhaps restoring the long-held tradition of commercial breaks being equally enjoyable as the actual game.
The 2017 Super Bowl in Houston featured a bevy of ads pushing for diversity and immigration in the wake of President Donald Trump’s inauguration. In 2018, however, advertisers are less ready to pounce on the divisive topics of the day, and are planning ads full of “inoffensive” and “silly” humor, according to the Associated Press.
“Following a year of heated debate over immigration, NFL players taking a knee during the national anthem and the #MeToo movement, … many Super Bowl advertisers are playing it safer by showcasing famous faces, focusing on inoffensive causes and trying to stand out with silly humor,” the AP wrote.
Americans are not likely to see ads like Lumber 84’s commercial from the 2017 Super Bowl, which sympathetically depicts a Mexican mother and daughter attempting to illegally cross the boarder into the U.S. Instead, fans will see Danny DeVito get dunked in chocolate in an M&Ms commercial, as well as a bevy of other celebrities selling unhealthy – but very American – snacks.
NBC is set to aim for America’s sense of patriotism with five 60-second ads featuring various American Olympic athletes in hopes to hype up the U.S. for the Winter Olympics, which start just four days after the Super Bowl.
NFL announcer Terry Bradshaw is also slated to do a Tide commercial, though it’s unclear whether it will touch on the Tide Pod craze.
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