Best of the Super Bowl ads: Morgan Freeman and Peter Dinklage in lip sync battle and more
In the year of Trump and #MeToo advertisers played it safe with alliances to social causes and mild comedy at this year's Super Bowl.
As the Philadephia Eagles battled the New England Patriots, eventually coming up trumps, the ads kept the momentum going during breaks.
The aforementioned social causes were popular from Budweiser showcases its employees sendin gwater to places in need to Hyundai's donations to paediatric cancer research.
People attending the Super Bowl who had keys to a Hyundai were directed to a room where they met with childhood cancer survivors.
Toyota's ad was a moving and inspiring one, telling the story of Paralympic skier Lauren Woolstencroft, to promote its Paralympic sponsorship.
Verizon, meanwhile, showed people thanking first responders who had saved their lives.
Rapper Pras' new media platform Blacture had an add that leaned into more political territory, showing an African American man standing on a stage with tape over his eyes and mouth. "Blacture. Be celebrated. Not Tolerated," read a message on the screen.
The ad for Fiat Chrysler's Dodge Ram didn't go down quite so well with viewers as it featured a speech, made 50 years ago, by Martin Luther King Jr and depicted people doing good deeds.
Some viewers were uncomfortable with linking this to the Dodge.
The overall feeling generated by the ads, however, was one of mild humour.
Morgan Freeman and Peter Dinklage had a lip sync battle to the tune of Missy Elliot and Busta Rhyms as the advertised Doritos and Moutain Dew.
And Danny DeVito played a human M&M in another ad for the crunchy candies.
Washing powder Tide posed as ads for other products including insurance and Old Spice - in which there were no stains on any items of clothing. Stranger Things star David Harbour appeared in each one. Clever.
Amazon enlisted the help of stars including Rebel Wilson, Anthony Hopkins, Cardi B and Gordon Ramsay to perform as the voice of Amazon's Alexa.