Brands that dove headfirst into politics in their Super Bowl ads generated the most reaction from viewers. Fred Katayama reports.
Super Bowl ads that generated the most reaction were those that dove headfirst into the new political climate under President Donald Trump. Among them: Budweiser's commercial told the story of one of its founders who immigrated to America. AirBnB showed people from different backgrounds with captions saying that "we all belong." 84 Lumber's ad featured a mother and daughter trying to cross the U.S. border from Mexico. It ends with a caption saying "The will to succeed is always welcome here." Broadcaster Fox banned the full version of it, saying it was too controversial for air, so viewers tried to watch it online, and... crashed the company's website. The company reworked the ad. Mike Bako, sports editor at DailyNational: (SOUNDBITE) DAILYNATIONAL, SPORTS EDITOR, MIKE BAKO, (ENGLISH) SAYING: "I thought this year's commercials played it very safe, right down the line, when you have five million dollars at stake, even if you're a major brand, you have to make sure that your message is getting across. You've got the widest audience that you're possibly going to have for a given year. So they're a captive audience. So you want to be memorable but you also don't want to go too far outside of the box." Early estimates show that viewers of this year's Super Bowl could exceed the record 114 million who watched the game in 2015, providing a massive audience for advertisers who paid about $5 million for 30 seconds of air time.