How it aimed to touch hearts: Given the divisiveness of the political and cultural moment, anything that sounds like a call for unity has an emotional tinge to it. The brand told ADWEEK that it was a “complete departure” from its previous work. The Super Bowl ad also included an IRL singalong moment: After the ad aired, Rocket organized a singalong to “Country Roads” inside the Caesars Superdome in New Orleans. 

Foundation to Combat Antisemitism: “No Reason to Hate”

The ad: Robert Kraft’s Foundation to Combat Antisemitism aired its first Super Bowl ad last year, with a more pointed message about standing up to hate. This year’s ad went more vague, with Snoop Dogg and Tom Brady trading insults until they agree that things are “so bad, that we have to do a commercial about it.” 

How it aimed to touch hearts: Similar to Rocket’s spot, FCAS aimed to address the divisiveness of the political and cultural moment we’re living through. And while that’s likely to touch the hearts of many Americans who’ve faced the challenge of trying to relate to a family member or neighbor with differing views, some argued that FCAS chose the wrong ambassadors for the message.