Washington: The ads appearing during the Super Bowl on Sunday weren't supposed to be political, but some brands wanted to make a statement, and others may have been just caught in the crossfire.
In the biggest US sporting event of the year which is also a huge event for marketing, political overtones were part of the story, intended or not.
The Super Bowl was played amid a heated debate following President Donald Trump's order to block all refugees and travelers from seven Muslim-majority nations, and a clash of views over open borders and multiculturalism.
Some companies may have been swept up in the desire to make a statement of principle. But marketing professor Larry Chiagouris of Pace University said it was a risky strategy.
"The people who buy these products come from all political persuasions," he said. "No brand can afford to alienate any of them."
Northwestern University marketing professor Tim Calkins said some of the ads aimed to show a theme of "inclusiveness."
"While many brands were lighthearted and product focused, there were others that embraced a theme of inclusiveness, including Google, Airbnb and Budweiser," said Calkins, who is co-director of the school's ad rating project.