Best Super Bowl ads

During advertising's biggest showcase, tame humour and messages about social causes ruled the day. Slapstick humour, sexual innuendo and chest thumping patriotic messages were, for the most part, nowhere in sight. After a divisive year, advertisers during the Big Game worked overtime to win over audiences with messages that entertained and strove not to offend.

Here's a look at the winners during the biggest advertising showcase of the year.

An Amazon ad showcased different celebrities including actress Rebel Wilson, actor Anthony Hopkins, singer Cardi B and chef Gordon Ramsay subbing in as the voice of Amazon's Alexa voice assistant.

Budweiser , as always the largest advertiser during the game, eschewed the usual puppies and Clydesdales to showcase employees that send water to places in need.

The NFL scored with a charmer that showed New York Giants quarterback Eli Manning and wide receiver Odell Beckham Jr. performing the choreography from the movie "Dirty Dancing" — complete with their version of Patrick Swayze's iconic lift of Jennifer Grey.

Pepsico's brands Mountain Dew Ice and Doritos Blaze staged an epic rap lip sync battle between actors Morgan Freeman and Peter Dinklage, who respectively synced to Missy Elliott and Busta Rhymes.

Comedian Keegan Michael-Key cut through complex jargon to put things plainly in a humorous ad for Rocket Mortgage by Quicken Loans. When a restaurant patron is confused by a "beef-protein gluten-free pate," Michael-Key explains: "It's a burrito, filled with plants pretending to be meat."

Tide took a novel approach with "Stranger Things" actor David Harbor in ads that poked fun at typical Super Bowl commercials. Harbour popped up in familiar-looking ads that appeared to be about different products: a car, an insurance company, jewelry and Old Spice (another P&G product). The twist? They're really all Tide ads, because there are no stains on anyone's clothing.