NEW YORK (AP) — A timely Tweet that was praised. A story of a baby Clydesdale growing up that tugged at heart strings. A Jamaican accent that caused controversy.

In the world of advertising, any publicity can be good publicity. The goal is get people talking. And there’s no bigger stage in advertising than the Super Bowl, which for the last few years has been one of the most-watched events in U.S. TV history with more than 100 million viewers tuning in.