NEW YORK -- With Americans' attention more finely tuned to the political climate under U.S. President Donald Trump, brands that dove headfirst into that conversation generated the most reaction from viewers during Sunday's Super Bowl.
For much of the evening, the chatter around commercials by AirBnB Inc, Coca Cola Co and Budweiser was more exciting than the Super Bowl itself.
That changed late in the game, the New England Patriots pulled off a 25-point comeback to defeat the Atlanta Falcons in the NFL's first-ever overtime Super Bowl.
Advertisers paid more than $5 million for 30 seconds of air time.
A teaser for the second season of Netflix Inc's hit show "Stranger Things," as well as celebrity-studded and humorous ads from T-Mobile US Inc and Proctor & Gamble Co's Mr. Clean, drew the most attention on social media.
Still, brands such as AirBnB, that leaned into subjects of diversity and immigration, by and large sparked the most conversation among viewers. The company's ad, featuring a diverse group of employees touting a message of acceptance, will be seen by many as a criticism of Trump's immigration policies.
AirBnB was one of the last to buy a Super Bowl spot; co-founder Brian Chesky wrote on Twitter they purchased and shot the ad last Thursday.
The commercial was among the most discussed by viewers, generating nearly 78,000 tweets between 5:30 p.m. and 10 p.m., data from digital marketing technology company Amobee shows.
During the pre-game, Coca Cola re-aired its ad from the 2014 Super Bowl, which featured "America the Beautiful" sung in different languages, which prompted more than 74,000 tweets.
Budweiser's spot, telling the story of Anheuser-Busch's immigrant co-founder Adolphus Busch, and Pennsylvania-based building materials company 84 Lumber Co's ad were among the most talked about as well.
84 Lumber's commercial had to be reworked after Fox rejected an initial version that featured a border wall, which was in the company's full-length online version.
Amobee data found the sentiment for the ads skewed positive.
Advertisers have been grappling with how to reach consumers in the political climate under Trump, when viewers' increasingly partisan attitudes make it more difficult to market to a broad audience.
"It's America paying attention to us and really ranking us, when they so often try to ignore what advertising does," said Ted Royer, chief creative officer of creative agency Droga5, which created Sprint Corp's ad targeting rival carrier Verizon Communications Inc.
Trump's November election, and his subsequent action on immigration and other issues has nearly split the population.
That divide has left the stakes higher for advertisers devising campaigns for some of the biggest U.S. brands, which typically avoid politics, for fear of upsetting consumers.
"There's a lot more anxiety, self-inflicted anxiety, in the country than there has been ever in the past," said Mike Sheldon, chairman and chief executive of ad agency Deutsch, who created Busch's first-ever Super Bowl ad.
The rest of the ads:
The Pennsylvania-based building materials supply company released a 90-second version of their ad, which made waves after Fox rejected their initial idea that reportedly featured immigrants being blocks by a wall. The spot ends with a cliffhanger, directing viewers to watch online after the game, which will include the parts that Fox had rejected.
Audi is one of the few brands taking a stance on an issue during the Super Bowl, with an ad promoting gender equality.
Avocados From Mexico
Avocados From Mexico returns for its third straight Super Bowl, this time with Jon Lovitz starring in an eerie, Twilight Zone-inspired spot. The commercial is set to run during the game's first commercial break.
Bud Light is bringing back Spuds MacKenzie, its former mascot that became an 1980s pop culture icon, to commemorate the dog's first appearance 30 years ago during Super Bowl XXI.
In what is sure to be among the most talked-about spots, Budweiser is paying tribute to its parent company's co-founder, Adolphus Busch, a German-born immigrant. It is one of four spots for Anheuser-Busch InBev NV
Busch is making its Super Bowl debut with a humorous look at the way Anheuser-Busch's value brand's name sounds.
Airing in the second quarter, Febreze will make its Super Bowl debut by promoting its OdorClear technology in a way that most football fans can relate: Bathroom breaks.
After sitting out last year, GoDaddy returns to the Super Bowl with a decidedly less-racy spot than what viewers usually expect from the web services company, featuring one of the internet's most popular animals.
Honda Motor Co. Ltd
Honda will promote its 2017 CR-V featuring high school yearbook photos of famous celebrities including Tina Fey, Robert Redford and NBA hall of famer Earvin "Magic" Johnson.
Hyundai Motor Co.
Technically, the South Korean auto-maker will not have a spot during the Super Bowl, instead opting for a 90-second commercial that will run directly following the final whistle. Filmmaker Peter Berg will produce a 90-second documentary of the Super Bowl.
The technology company will use New England Patriots quarterback Tom Brady to showcase its 360-degree video technology, which will also be used by Fox during the game to show replays.
Kia Motors Corp.
Melissa McCarthy will star in the auto-maker's spot, which is set to run during the game's third quarter. Kia released a 15-second teaser for its commercial, which will tout the 2017 Kia Niro, featuring McCarthy running from something in the distance.
Joel and Ethan Coen, known for directing films "Fargo" and "No Country for Old Men" make their Super Bowl debut with this spot touting the automaker's AMG GT Roadster. Peter Fonda stars.
Procter & Gamble Co's cleaning brand is making its Super Bowl debut this year, with a 30-second spot that humorously shows just much how ladies love a guy who cleans.
Nintendo Co. Ltd
The Japanese gaming company is using its first ever Super Bowl commercial to promote its newest gaming device, the Nintendo Switch.
The Viacom Inc-owned studio confirmed it will run trailers for some of its upcoming films, including "Ghost in the Shell" and "Transformers: The Last Knight." Paramount released the one for "Ghost in the Shell."
PepsiCo is using its long Super Bowl spot to promote its new purified water brand, Lifewtr, with an inspirational spot featuring music by John Legend.
The laundry detergent brand is teasing the appearance of a certain "Science Guy" that most U.S. viewers would be familiar with, in its second straight year advertising during the Super Bowl.
The Mars Inc brand will use a popular teen-romance trope for its latest Super Bowl commercial: the lovestruck guy trying to get his crush's attention by throwing rocks (except this time it is Skittles) at her upstairs window in the middle of the night.
Snickers will be the first brand to stage a live commercial during the Super Bowl, which will come during the first break of the third quarter. The Mars Inc company has enlisted "Star Wars" actor Adam Driver for the spot and released a quartet of teasers for the ad.
This humorous spot from the telecommunications provider continues its war with Verizon, once again using former Verizon spokesperson Paul Marcarelli, to shows just how far consumers will go to get out of their Verizon bills.
For its fourth Super Bowl ad, the publishing tools company has enlisted John Malkovich, who has appeared in prior ads. The spot is humorous take on the actor, and burgeoning fashion designer, attempting to register the domain name, JohnMalkovich.com, only to find someone else already owns it.
(The real JohnMalkovich.com, owned by the actor, is hosted by Squarespace.) In addition to the in-game spot, Squarespace will have a 60-second ad running prior to the game.
Patriots' tight end Rob Gronkowski may not be able to play in the game due to injury, but he stars alongside actor Jeffrey Tambor in this humorous spot for Proctor & Gamble's detergent brand.
T-Mobile USA Inc.
Rob Gronkowski makes his second Super Bowl commercial appearance, alongside Justin Bieber and former NFL star Terrell Owens as they search for the perfect touchdown dance.
Toyota Motor Corp.
The Japanese auto-maker enlisted Minnie Driver to voice its spot touting their Lexus brand's two new vehicles, Lexus LC 500 and LC 500h. The musical spot also features recording artist Sia's "Move Your Body," and movement artist Lil Buck.
For its fourth Super Bowl, TurboTax is referencing a very popular children's character: Humpty Dumpty. The 45-second spot sees anthropomorphic egg being attended to after his famous fall, which is humorously blamed using TurboTax.
Making its Super Bowl debut, the fast-food chain is trying to combat customer sentiment that its beef patties are not made fresh.
The Israeli-based web development platform has recruited film action stars Jason Statham and Gal Gadot in this action-packed commercial, their third Super Bowl spot, about creating businesses in a disruptive world.