The commercials are arguably the best part of any Super Bowl, and this year was no different. What was different though, was the tone. Most years companies work to have the funniest, the weirdest, or the cutest advertisements, but this year’s seemed to be a direct reflection (or refutation) of America’s new president, Donald Trump.

Immigration and diversity stories were seen in abundance, with Budweiser foregoing its usual puppies and horses route for a strong endorsement of the power of open migration:

The most powerful and controversial of the night might have been the 84 Lumber ad, which showed the hardships endured by those who are forced by circumstance to enter the U.S. illegally:

Other companies chose to demonstrate their commitment to gender equality:

This commercial came in the wake of President’s Trump’s boasting about sexual assault and ordering his female staffers to “dress like a woman.” The latter triggered a social media trend of women posting photos of themselves in their professional dress accompanied by the hashtag #DressLikeAWoman.

I’m an epidemiologist improving surveillance of infectious diseases I #DressLikeAWoman and am an #actuallivingscientist pic.twitter.com/rQgMU0Und7

— Bev Paterson PhD (@bevpaterson) February 4, 2017

Even in Iraq I knew how to #DressLikeAWoman pic.twitter.com/satNmorBdb

— Tegan G (@teg8403) February 3, 2017

#DressLikeAWoman Here’s what we wear in the Arctic when we’re studying the effects of climate change. pic.twitter.com/UpwqCNvXsF

— Karen Romano Young (@DoodlebugKRY) February 3, 2017

Still other companies chose to endorse the sciences in their Super Bowl ads:

The U.S. government’s recent actions under Trump, including an executive order to revive the Keystone XL pipeline and a Republican congress pushing for the sale of national park lands, have sparked backlash from the scientific community, whose members have taken to social media with the hashtag #ActualLivingScientist to demonstrate their work and generate public support.

I’m Dave and I protect native fish and other sensitive species for a large western US water utility. Also count birds!#actuallivingscientist pic.twitter.com/iligtp2KeZ

— David J. Syzdek (@dsyzdek) February 3, 2017

I’m an #ActualLivingScientist studying effects of land use on soil life & asking the public to join in with @EarthwormWatch #citizenscience pic.twitter.com/Zh93878yoe

— Victoria J. Burton (@SoilScholar) February 5, 2017

This last commercial by Avocados from Mexico might not have a direct political message, but in the Trump era, being Mexican is political enough:

After last night’s show, we should take heart that even multi-national companies are joining to protest against President Trump’s vision of the United States, and continue to voice our opposition to his administration, because it is obviously being heard.

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