Immigration and diversity championed in between the American Football action last night...
Budweiser has sparked controversy and calls for a boycott with a Super Bowl ad that featured a politically-charged immigration theme.
The cinematic 60-second 'Born The Hard Way' spot captured the pre-game buzz by chronicling co-founder Adolphus Busch's journey from Germany to St Louis in 1857.
The man jumps off a burning steamboat and is told "You don't look like you're from around here" and "Go back home" before catching a glimpse of Budweiser's iconic Clydesdales mascots and meeting fellow immigrant Eberhard Anheuser.
The theme touched a raw nerve amid US President Donald Trump's tough stance on immigration and his order to temporarily ban immigrants from seven countries that are majority Muslim.
The beer company billed the ad as the "the story of our founder and his pursuit of the American Dream" and it was one of the most-watched spots ahead of the game.
Some, however, objected to the immigration theme on Twitter and called for a boycott.
The furore highlights the delicate balancing act facing advertisers amid a divisive political climate since Trump took office.
Paying $5m (£4m) for 30 seconds to capture more than 110 million expected viewers, advertisers have had to walk the line with ads that appealed to everyone while avoiding offence.
Airbnb's ad was one of the more overtly political, showing a variety of different faces with the tagline "We accept".
A debut Super Bowl spot by the It's A 10 haircare brand introduced its line of men products by joking about Trump's famous barnet.
"America, we're in for four years of awful hair, so it's up to you to do your part by making up for it with great hair," a voiceover said.
Honda's ad animated the yearbook photos of celebrities including Steve Carell, Tina Fey, Jimmy Kimmel and Robert Redford, while Snickers got plenty of press by airing a live ad starring Adam Driver in the third quarter.
Additional reporting by IRN