Our Super Bowl commercial highlights — it's all about the messaging

Dear 100M American Bowl-viewers... A bunch of companies paid Fox $5.6M for the right to a 30-second commercial between the QB sneaks and butt fumbles. PR and marketing teams put extra thought into this year's Super Bowl ads to send the right message — that reveals their industries' relationship status with customers (sometimes, complicated). The highlight themes:

• Tech — "I'm sorry": Facebook's rookie Super Bowl ad promotes Facebook Groups as a way to meet real people with similar interests (emphasizing connection over privacy issues). And could you really try to break-up Alphabet when it's helping a widower keep memories of his Loretta? Tear-jerker.
• Also Tech — "I'm not sorry": Ellen pondered what people did before Alexa (spoiler: The jester didn't tell a joke and Nixon didn't delete the tapes) — the ad highlights, rather than down-plays, Amazon's intimate role in your life.
• Food & Beverage — "Something for everyone": Lil Nas X dance-dueled for Doritos while Bill Nye showed off SodaStream's H2O — PepsiCo has something for everyone. Coca-Cola tries to reverse shrinking soda sales by adding guarana extracts, B vitamins, and Jonah Hill, making it "Coke Energy." Budweiser flipped the "typical Americans" cliché in one ad, then made Bud Light Strawberry Seltzer manly enough for Post Malone in another.
• Automotive — "Shaking things up": Fiat Chrysler brought on Bill Murray, who went full Groundhog Day to introduce the Jeep Gladiator (part jeep, part pickup). And LeBron brought his talents to South Detroit to help General Motors tease the new electric Hummer. Showing off that new new.