Super Bowl commercials: Stunts, slapstick and some serious issues

An epic Super Bowl commercial reportedly costing about $5 million US for a 30-second window is a complex confection requiring just the right balance of ingredients: great writing, plus a dose of humour or a dazzling feat, with a sprinkle of surprise. A tug of the heartstrings, a large helping of celebrity and a pinch of nostalgia never hurt.

Think Old Spice's ideal man. Volkswagen's darlingDarthVader. Remember Apple's 1984-inspired Macintosh mini-movie orLarry Bird taking on Michael Jordan for a Big Mac?

The goal is always to stand out from the pack. But for 2017, companies are going even further with social and political messages, envelope-pushing live stunts and for most campaigns that extendbeyond TV across social media and online.

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This year also marks the first time Canadians can actually tune into these big-budget American spots (when watching on Fox), thanks to a CRTC decision banning simultaneous substitution for the championship match. Themove has riled Canadian advertisers, Canadian broadcast rights holder Bell Media and the National Football League itself.

Sure, the matchup of the Atlanta Falcons and New England Patriotsis undoubtedly the main event and the often-outrageous Lady Gaga'shalftimeshow a major draw, but millions will also be tuning in for the commercials. Here are standout ads, released early online, that have already made a splash.

On the message track

Budweiser: Call it prescient, defiant or just plain coincidence, but Budweiser'scinematic, months-in-the-works mini-movie Born the Hard Way about co-founder Adolphus Busch's arrival in the U.S. as an immigrant has definitely struck a chord,arriving amid the furor surrounding the Trump administration's travel ban.

Audi: Expectations were high for Audi after its moving 2016 adThe Commander (memorably set to the late David Bowie'sStarman)and the Germancarmakerhasfollowed it up with a powerful, already controversial spottargetinggender inequalitya stronger messagefollowing an animatedholiday season spot skeweringgender stereotypes.

Kia: Choosing a more lighthearted approach for a spot highlighting environmental activism, Kia enlisted slapstick queen Melissa McCarthy to pitch its hybrid crossover.

Hulu: While this message is notdirectly socio-political, the streaming service has nonetheless grabbed a Super Bowl commercialslot to promote its anticipated series The Handmaid's Tale, based on the Margaret Atwoodstory that's among the dystopian classicsthat areresonating anew for audiences.

Going for laughs

Mercedes-Benz: Marking the50th anniversary of its AMG high-performance line, Mercedes-Benz nabbed some heavy hitters from the past for its Super Bowl pitch: Easy Rider star Peter Fonda, Steppenwolf's Born to be Wildand acclaimed sibling filmmakers Joel and Ethan Coen with their quirky humour.

Intel:In a casting coup, Intel landed Tom Brady for a spot touting its 360-degree camera technology typically used to replay thrilling sports moments with some not-so-exhilaratingscenes at home with the Patriots QB.

Squarespace: John Malkovich + a frustratingweb domain situation (based on a true story!) = audience win. And, in case you're wondering, the actor, filmmaker and designer really does have his own fashion line.

WIX: What do you get if you mix Wonder Woman, Frank Martin from The Transporter and a budding chef? Apparently an action-packed, increasingly incredibleseries from web development firm WIX.

Bud Light: Building on its latest motto "Famous Among Friends," Bud Light has several new offerings that toast friendship, including this bromanticbest-man speech.

Mr. Clean: A famousAmerican mascotgets sexy for Mr. Clean's latest Super Bowl spot. Long overdue or kinda creepy? You decide.

Buick: If it ain't broke, don't fix it. Since the model + NFL star pairing worked well in 2016, Buickreturned to the winning formula this year, castingMiranda Kerr and Cam Newton for its latest spot.

Live experiments

Snickers: Awestern theme, Adam Driver and a horse: That's what we know about Snickers and the Super Bowl's first-ever live commercial, a 30-second ad that will be shot and broadcast in real time during the game's third quarter. It's aneat gambit that's worked for Target in the past (see GwenStefani and Imagine Dragons). We may just be seeing more of these.

Hyundai: Betting onDeepwater Horizon and Friday Night Lights director PeterBerg and Super Bowl attendees themselves,Hyundai is gambling on getting good footage from the stands in Houston to craft a 90-second commercial that will air immediately after the Super Bowl ends.

Dazzlingly simple

Lexus: Sometimesa straightforward concept is best.Lexusis offering upasizzling Sia track, the spectacularly sinuousLilBuckand a smooth star voiceoverthanks to Minnie Driver.