Gratitude, appreciation, and thanks, as Joe Biden frequently expresses. It appears that the advertisers during the Super Bowl game will showcase ads that focus on amusement and pleasant emotions, not woke virtue-signaling.

I am not sure about you, but the ads are often the most enjoyable aspect of the Super Bowl for me. I generally do not have a preference for the teams in the game but I have the game on to observe the developments. The commercials are an added bonus.

In recent years, especially during the Trump era, companies invested millions of dollars advising viewers on societal issues. I do not need to know the stance of any company on any subject. The saying “go woke, go broke” is accurate. People want to buy a product, not be subjected to sermons on race relations, environmentalism, or sexual politics.

People watch sports to escape from the world. It’s a diversion from the stresses of everyday life. Advertisers are catching on.

“Being serious is out,” stated Kimberly Whitler, marketing professor at the University of Virginia’s Darden School of Business. “Marketers have realized that entertainment, delight, and escapism are the essential elements of the ad game.”

Indeed.

There is a Jimmy Carter-style unease in our country. Times are challenging and our president is undergoing dementia. We are uncertain about who is managing the country and the world is in turmoil. Are you prepared for some football?

Therefore, marketers will utilize the game on Sunday, which will be broadcast on CBS and stream on Paramount+, to draw attention to new products, brand expansions, and their marketing communication as they once again compete for the attention of more than 100 million anticipated viewers.

Almost as a getaway from the divisive U.S. presidential election and the deepening global conflicts, most Super Bowl advertisers seem to be intensifying their focus on flights of imagination or light humor, often incorporating a dose of nostalgia and numerous mini-reunions of TV characters.

However, it is not all lighthearted entertainment. Certain commercials tackle significant issues.

The Foundation to Combat Antisemitism established by Robert Kraft has announced that it will air an ad featuring Martin Luther King Jr.’s speechwriter Dr. Clarence B. Jones. Dove’s advertisement emphasizes that low body-confidence causes girls to relinquish sports. And Google’s poignant ad follows a visually impaired man as he utilizes “Guided Frame” — Google’s A.I.-powered accessibility feature for the Pixel camera that employs a mix of audio cues, high-contrast animations, and tactile vibrations — to capture images of the people and places in his life.

The utilization of famous personalities is substantial this year. A 30-second slot in this year’s game costs approximately $7 million. The game enticed 115.1M viewers last year. A great deal is at stake for a commercial. Consequently, there will be numerous recognizable faces and amusement. Keith Cartwright, the founder of the marketing agency Cartwright, mentioned that “Celebrity influence is quite vital. It is the one occasion when major, major, major-name celebrities will answer the phone. They appreciate a good Super Bowl ad.”

Several commercials are released prior to the main event. Locating them online is not difficult. The Associated Press has a compilation of ads that are already generating excitement. Here are some of my favorites. Enjoy!

How about a Flash Dance flashback?