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Super Bowl ads use nostalgia, star power and light laughs

This photo provided by Hellmann's shows Jon Hamm and Brie Larson in scene from Hellmann's 2023 Super Bowl NFL football spot. (Hellmann's via AP).

This photo provided by Google shows Giannis Antetokounmpo in a scene from Google's 2023 Super Bowl NFL football spot. (Google via AP)

This photo provided by Frito-Lay shows Jack Harlow from a scene from Doritos 2023 Super Bowl NFL football spot. (Frito-Lay via AP)

This photo provided by Michelob Ultra shows Rickie Fowler from a scene from Michelob Ultra 2023 Super Bowl NFL football spot. (Michelob Ultra via AP)

This photo provided by Booking.com shows Melissa McCarthy in scene from Booking.com 2023 Super Bowl NFL football spot. (Booking.com via AP)

This photo provided by Bud Light shows a scene from Bud Light 2023 Super Bowl NFL football spot. (Bud Light via AP)

This photo provided by Avocados From Mexico shows a scene from Avocados From Mexico Super Bowl NFL football spot. (Avocados From Mexico via AP)

Super Bowl ads use nostalgia, star power and light laughs