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After a year of political and cultural upheaval Robbie Grossman Minnesota Twins Jersey , Super Bowl advertisers appear to be pulling back from themes of unity in favor of in-game stunts and ads that aim for the heart – and in some cases even lower.

The stakes are high since a 30-second spot costs more than $5 million for airtime alone. The goal is to capture the attention of the more than 110 million viewers expected to tune in to the big game on Feb. 4 – ideally by striking an emotional chord with the game audience that will rub off on brands.

Next best: Simply drawing attention, even if an ad offends some people. Worst of all? Being forgotten immediately.

”More people will see me in this than they have in the last three movies I’ve made,” actor and comedian Bill Hader (“Trainwreck”) muses in a teaser for Pringles’ first Super Bowl spot.

MEASURING THE MOOD

Each year, Super Bowl ads offer a snapshot of the national psyche. Last year, just after President Donald Trump took office, ads offered themes of inclusion. Airbnb showed faces of different ethnicities with the copy ”We all belong,” and Coke re-ran an ad featuring ”America the Beautiful” sung in different languages.

This year, following a year of heated debate over immigration, NFL players taking a knee during the national anthem and the #MeToo movement highlighting sexual misconduct, many Super Bowl advertisers are playing it safer by showcasing famous faces, focusing on inoffensive causes and trying to stand out with silly humor and stunts. Of course Carlton Davis Color Rush Jersey , a few are going straight for whatever will grab attention.

GOING LOW

Most people remember the 2004 Super Bowl for the infamous ”wardrobe malfunction” when Justin Timberlake ripped off part of Janet Jackson’s shirt during the halftime performance. But it also featured an unusually large number of tasteless ads, including crotch and fart jokes by Sierra Mist, Budweiser and Bud Light and the now-famous Cialis ad that warned about erections lasting longer than four hours.

Advertisers largely dialed it back afterward, excepting a 2009 Doritos ad that included a snowglobe-in-the-crotch joke. But this year, Justin Timberlake returns to the Super Bowl … and so does sock-it-to-the-lower-body humor.

Groupon’s ad, for instance, stars Tiffany Haddish asking people to support local businesses – then cuts to a wealthy man who plots to crush small businesses, only to double over after players nail him with a kicked football.

Groupon insists the man isn’t hit in the groin, although the ad video is ambiguous. ”The crotch hit is the lowest thing in the book,” Advertising Age columnist Barbara Lippert said in a phone interview. ”I was hoping it was retired forever.”

The Groupon ad is also notable for its distinctly anti-1 percenter tone. ”We think the vast majority of consumers will appreciate the over-the-top comeuppance our `villain’ receives,” said Jon Wild Sam Darnold Jersey Elite , Groupon’s head of marketing for North America.

An ad for Febreze air freshener goes all in for toilet humor. It presents a pseudo-documentary about a boy whose ”bleep doesn’t stink,” alluding to a profane phrase that commonly refers to people who are full of … themselves.

THE RICH AND FAMOUS

It wouldn’t be a Super Bowl without celebrities chugging sugary drinks and hawking junk food. Cindy Crawford will reprise an iconic 1992 Super Bowl spot for Pepsi. The beverage maker will also feature Peter Dinklage and Morgan Freeman in linked ads for new versions of Doritos and Mountain Dew.

In a Pringles ad , Bill Hader has a snack on set and introduces a made-up practice dubbed ”flavor stacking,” in which the actor stacks together different Pringles varieties. M&Ms has released a teaser showing Danny DeVito dressed as an M&M being dunked in chocolate.

For a non-snacking celebrity appearance, Squarespace hired a bearded Keanu Reeves and sat him by a campfire to tout its web hosting services.

AIMING FOR THE HEART

Other advertisers are aiming straight for warm and fuzzy, figuring it’s best to bet on ”things that are universally liked,” said Kelly O’Keefe, managing director of Virginia Commonwealth University’s Brandcenter.

NBC created five cinematic 60-second ads showcasing Olympic athletes to drum up excitement for the Winter Olympics, which start airing starting four days after the Super Bowl. The ads showcase Americans athletes such as skier Lindsey Vonn and figure skater Nathan Chen.

An Anheuser-Busch ad shows a Budweiser brewery producing cans of water instead of beer, highlighting the brewer’s donation of drinking water to places in need. Its Stella Artois brand also teamed with Matt Damon to sell a limited edition beer glass, with proceeds also targeted at providing access to water.

Lexus is promoting its new LS 500 luxury sedan Cheap Saquon Barkley Jersey , which it is aiming at a 45-to-55-year-old demographic, with an action spot starring the Black Panther, a Marvel superhero.

STUNT MARKETING

Recent Super Bowl ad stunts have yielded mixed results. Snickers isn’t returning to the game this year after a live spot last year fell flat. But marketers aren’t giving up.

Tide, which last year did a fake-out ad with Terry Bradshaw that appeared to be commentary during the game, will be back with Bradshaw this year.

Minnesota Vikings offensive coordinator Pat Shurmur has been hired as the New York Giants head coach.

The Giants announced the hiring late Monday afternoon, less than 24 hours after Shurmur and the Vikings were beaten by the Philadelphia Eagles in the NFC title game.

The 52-year-old Shurmur replaces Ben McAdoo, who was fired in early December with the team mired with a 2-10 record and owners and fans upset with his handling of the benching of two-time Super Bowl MVP Eli Manning.

Defensive coordinator Steve Spagnuolo took over for the final four games and posted a 1-3 record.

”He has an outstanding track record in developing young players, and it is clear his players respond to his guidance and direction,” co-owners John Mara and Steve Tisch said in a statement.

”We interviewed six talented and qualified candidates, and we feel like Pat, with his vision and experience http://www.buccaneersauthorizedshops.com/authentic-vinny-curry-jersey , is the right person to lead our team.”

The Giants won’t officially introduce Shurmur until Friday. A winter storm in the Midwest is preventing him from coming to New Jersey on Tuesday and he will be at the Senior Bowl in Mobile, Alabama, from Tuesday night through Thursday.

Shurmur returns to the head coaching ranks for the first time since leading the Cleveland Browns in 2011-12. He takes over a troubled team that posted a 3-13 record a year after making the playoffs.

Shurmur was interviewed on Jan. 6 by Mara, new general manager Dave Gettleman and assistant GM Kevin Abrams.

Following that meeting in Minneapolis, Shurmur had an hour-long phone conversation with Tisch.

”I can’t wait to start working with Pat,” said Gettleman. ”I know he will provide the type of leadership we need to take our team back to where it belongs. I have followed Pat’s career for many years, and he has had great success wherever he has been.

”What struck me during our conversation is that being the head coach of the New York Giants is not too big for him. He is made for this moment and this opportunity.”

The Giants interviewed five other candidates, kicking it off with Spagnuolo three days after the season ended.

New York also spoke with New England coordinators Josh McDaniels and Matt Patricia, Carolina defensive coordinator Steve Wilks and recently fired Broncos running backs coach Eric Studesville, who has since been hired as a running backs coach by the Dolphins. Wilks was hired as the head coach in Arizona on Monday

Shurmur has earned a reputation as a quarterback whisperer. NFC title game opponents Nick Foles of the Eagles and Case Keenum of the Vikings were tutored by him.

With the Giants, Shurmur will get to work with Manning and possibly the No. 2 pick in the draft Billy Price Color Rush Jersey , if New York uses the pick to pick an heir apparent.

But the Giants also had problems in the locker room. Three defensive backs – Janoris Jenkins, Dominique Rodgers-Cromartie and Eli Apple were suspended for a game for conduct detrimental to the team.

Vikings wide receiver Adam Thielen said Shurmur constantly put players in position to contribute and he doesn’t take anything for granted.

”He’s not a stubborn guy. He’s going to throw stuff out if it’s not working, and he’s going to find things that guys are good at,” Thielen said Monday as the Vikings cleaned out their lockers.

”So I think as a head coach, he’s going to do that on both sides of the ball. Special teams, he’s going to find guys who can make plays and let them do what they do. So I think he’s going to have a lot of success as a head coach.”

Shurmur has been a part of teams that have qualified for the playoffs nine times and won seven division titles. He was Philadelphia’s quarterbacks coach when the Eagles played in the Super Bowl against New England in the 2004 season.

Shurmur is finishing his second year with the Vikings. He began last season as the tight ends coach and for the final nine games was also the offensive coordinator, the title he retained this season.

The Vikings finished 10th in the NFL in scoring (23.9 points), 11th in total yardage (356.9), and seventh in rushing yardage (122.3) this season.

Shurmur posted a 9-23 record in his two seasons with the Browns, going there after a two-year stint as the offensive coordinator with the Rams. He spent three seasons as the Eagles offensive coordinator after being fired.

Shurmur’s NFL coaching career began with a 10-year run (1999-2008) in Philadelphia. He coached in college at Stanford and Michigan State.

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Associated Press Writer Doug Glass and AP Pro Football Writer Dave Campbell in Minneapolis contributed to this report.

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