Super Bowl Sunday is the day when the advertising industry is not only tolerated but celebrated. And as in years past, brands paid millions of dollars this year for the opportunity to make consumers laugh, cry and reach for their wallets.

The advertisers for Super Bowl LIII seemed determined to steer clear of controversy for a second year after politically tinged spots stole the show in 2017.

Instead, they offered commercials that championed women, looked to the future and also inspired nostalgia for the ’90s — accompanied, of course, by a parade of celebrities. Cameos included Serena Williams, Jason Bateman, Cardi B and the Backstreet Boys. There was a surprise mash-up between Bud Light and HBO’s “Game of Thrones,” and Burger King relied on vintage footage of Andy Warhol eating a Whopper for its Super Bowl moment.

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“It seems like there’s an awful lot of humor and light appeals, and that for advertisers it’s somewhat of a play-it-safe year,” said Charles R. Taylor, a professor of marketing at the Villanova University School of Business. “We’re not hearing about anything crossing over in politics.”