Super Bowl ads incorporate humor, politics, and everything in between - New York Post

Advertisers tiptoed down the sideline during the Super Bowl on Sunday, with TV spots that struck a delicate balance between lighthearted humor and popular politics.

Audi’s support of gender pay equity, 84 Lumber’s Mexican immigrants story and Kia’s environmental message were among commercials that brought hot-button issues to America’s biggest TV night.

Airbnb’s “We Accept” spot was a not-so-thinly veiled shot at President Trump’s immigration plan. Even It’s a 10 hair-care product got into the act, saying America is in for four years of bad hair.

“Definitely the most political Super Bowl I can recall,” said Ari Halper, chief creative officer of FCB New York.

“I mean sure, sometimes during election years they theme things politically, but nothing like this. Nothing ever so overt.”

One of the most controversial was an ad by Budweiser maker Anheuser-Busch which depicted a reportedly apocryphal version of the coming-to-America story of the company’s immigrant co-founder Adolphus Busch.

All those spots added up to the most politically aware Super Bowl in memory.

“These stories, like this mother and daughter (from 84 Lumber), are ultimately hard to refute, hard to be critical of, ” NYU marketing professor Minah Jung said.

“There was a collection of ads emphasizing liberty, equality, pro-immigration, diversity, uniting people from all backgrounds, openness to diversity.”

In other ads, Snickers came through with the Super Bowl’s first live spot, featuring “Girls” actor Adam Driver. It aired just after the third quarter and cited the game’s live score.

“Yes it was live but I think that went over a lot of people’s heads as the average person likely don’t know that it was live?” said Angeline Close Scheinbaum, a professor of marketing and advertising at the University of Texas.

Skittles had one of the night’s biggest winners among conventional spots, showing a boy pitching candies — instead of pebbles — at a girl’s window.

“It’s the perfect Super Bowl spot because it’s funny, entertaining and memorable and it’s family friendly,” said Richard Kirshenbaum, CEO of marketing and advertising outfit NSG/SWAT.

While most advertisers tripped over themselves for the attention of women and millennials, Mercedes-Benz went retro with Peter Fonda striking an “Easy Rider” pose, under the direction of filmmakers Joel and Ethan Coen.

“It’s OK to go over millennials’ heads at that price point — precise messaging for precise markets,” said Scheinbaum.

Not long before she took the Super Bowl halftime stage, Tiffany showed off its ad with Lady Gaga.

The spot seemed to be an odd fit with Gaga explaining her rebel roots, all while supporting an old-money business like Tiffany.

“Brand was insignificant,” said Sandy Rubinstein, CEO of DXagency. “It looked like a Gaga interview that happened to be set in the Tiffany colors.”

Kirshenbaum countered that Tiffany won by simply having its name associated with a worldwide megastar like Gaga: “Tiffany benefits with a smart move with Gaga as the halftime talent and it keeps the brand relevant and timely.”

T-Mobile was one of Sunday’s biggest buyers with ads that included celebs like Justin Bieber, Snoop Dogg, Martha Stewart and Kristen Schaal and football big names like Rob Gronkowski and Terrell Owens.

The Bieber spot asked fans to post footage of football-inspired celebrations.

“Cute, fun, entertaining and totally engaging,” Rubinstein said. “Love the idea of the additional engagement on social media.”