If you’re the kind of person who looks for patterns, you have a lot to work with in this batch of Super Bowl spots. Despite each 30-second commercial costing upwards of $5 million, on par with recent years, there was a lot of mediocrity. There’s also lots of jokes about robots. They’re in beer ads, potato chip ads, home security ads and, well, Alexa ads. It’s almost as if we’re afraid of something. Then there are the women: Advertisers appear to have glommed on to the fact that half the Big Game audience is female. Imagine that! Enter Serena Williams for Bumble and Sarah Michelle Gellar for Olay. Brands steered clear of any controversial issues or potential political hot potatoes. Which is for the best: Why fumble when you can blitz with gags? Well, we’ll get to that. Anyway, we heard there was a game on, too.
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