The broad demographics of the Game mean that there is likely no one ad that will appeal to everyone. Demographic obstacles are compounded by the sentiment of the day. An ad that may have worked last year may not work this year. For example: in the age of #MeToo and Trump politics, ads of a sexist or political nature will likely end up polarizing many or, at best, just fall flat with audiences. Thus, with its huge audience and huge costs, Super Bowl is not the branding silver bullet many think it is.  

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