In a departure from recent years, the Super Bowl ads are anticipated to be more lighthearted and celebrity-packed, focusing on artificial intelligence (AI) and away from political and social issues.
What Happened: According to a Reuters report on Thursday, this year's Super Bowl commercials will focus less on social causes. This shift is a response to the potential divisiveness of political messaging when marketing products to a broad consumer base.
Brands previously taking a stand on issues such as diversity and climate change are now steering clear of potentially controversial topics. This change is being attributed to the perceived risks of associating products with political stances.
However, the commercials are expected to be star-studded and focus on pop sensation Taylor Swift. Her rumored romance with Kansas City Chiefs tight end Travis Kelce has been a social media sensation, and this could inspire brands aiming to appeal to a younger demographic during the NFL championship.
Brands are also incorporating AI into their commercials. Google will promote its AI capabilities with a heartwarming commercial showing a blind man taking a selfie with a Google Pixel phone.
Why It Matters: The shift away from political messaging in Super Bowl ads comes amid a backdrop of increasing polarization in the United States. Just last week, pop music icon Taylor Swift was targeted by supporters of former President Donald Trump in the run-up to the Super Bowl. The attacks on Swift, who publicly endorsed President Joe Biden's successful 2020 campaign, escalated as the Super Bowl, which Swift was expected to attend in support of Kelce, drew near.
Despite the controversy, Swift's appeal has reportedly increased viewership for the NFL, and her rumored romance with Kelce is expected to be a key theme in this year's commercials.
The Super Bowl ads also embrace AI, a hot topic in the tech industry. Google's commercial, which shows the benefits of AI for the visually impaired, is seen as a way to demonstrate the positive impact of AI at a time of much hand-wringing over its potential misuse and fears that the technology could make specific jobs obsolete.