Some, like the above mentioned companies, decided on a pro immigration message. Others, like AirBnB, went with themes of inclusion and acceptance. One thing none of the advertisers did was show any support, tacit or otherwise, for Donald Trump or any of his proposals.
It cannot be overstated how risky this was for the companies. The audience for the NFL is mostly conservative and by airing these ads, companies took the chance of alienating them to make a point. The hashtag #BoycottBudweiser even broke out before they game when people got a look at their commercial on Youtube. At a record cost $5 million for just a 30-second spot, it was a hell of an expensive gamble they all took.
Here are the best, most overtly political ads from the big game.