Shift in Super Bowl Ad Psychology Strategy?

Why it may have seemed like the Super Bowl ads weren't that funny this year.
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Microsoft Corp. (MSFT) - Get Report and Anheuser Busch InBev NV (BUD) - Get Report both showed ads that were somewhat serious in tone and messaging, rather than humorous. 

Microsoft's advertisement of XBox showed a disabled child. AB Inbev's Budweiser commercial showed that some of the beer is made partially using the power of wind turbines, which is environmentally friendly. Usually, advertisers' approach to make viewers remember their brand is to make an ad that's funny, which was a prevalent type of ad this year. 

In the past few years, the 'serious' ads "have been slowly dropping off a little bit," said Jameson Fleming, news editor at Adweek. 

So why wasn't there that much humor? "For the most part, brands more took the silly rout, except a lot of the commercials weren't that funny, so while it seems like there was a lot more serious ads, it was more just a product of the ones that tried to be funny kind of fell flat," Fleming said. 

But its humor that seems highly likely to stay in place as a go-to strategy for advertisers in the future, as per Adweek's ranking of the best Super Bowl ads. 

"Most of the top ads that we rated as the top ads were the funny ads," Fleming said. 

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