Meanwhile, the fast-growing Michelob Ultra label takes its active-lifestyle mien to a higher level, with septuagenarian performers Catherine O’Hara and Willem Dafoe posing as pickleball hustlers, the better to cop Ultras off unsuspecting athletes such as Sabrina Ionescu, shot put gold medalist Ryan Crouser and NFL Hall of Famer Randy Moss.

The Super Bowl has long been one of the most-watched programs, which has made it a potential gold mine for advertisers -- at least for those who can afford it. Perhaps one of the most well-known advertisers is Budweiser,