NEW YORK (AP) -- For advertisers on Super Bowl Sunday, it was time to get political - or provide some escapist humor.
On advertising's biggest night, marketers took different tactics to appeal to the largest live TV-watching audience there is. They pay dearly for the opportunity - $5 million for 30 seconds to capture more than 110 million expected viewers - so it's crucial to connect.
Some like Airbnb, Coca-Cola and the NFL introduced messages of the power of American diversity and inclusion. Others like Tide and T-Mobile stuck with trying to get laughs. Haircare brand ''It's a 10'' tried to do both at once.