02/05/2017 11:03 EST

Super Bowl Ads Felt More Diverse Than Ever This Year

Companies used their spots to promote love.

With a 30-second spot reportedly fetching US$5 million during this year's Super Bowl, it's worthy to note so many companies used their pricey airtime to share messages of diversity, love and acceptance.

Airbnb's new ad featured faces of people from different backgrounds, ages and religions with the message, "We all belong." The company used the moment to announce plans to provide short-term housing to 100,000 people in need over the next five years.

"People who've been displaced, whether because of war or conflict or other factors, are acutely vulnerable to not being accepted. They are, quite literally, in need of a place to belong, which is why we've been inspired to take action," AirBnB wrote in a blog post.

Budweiser and 84 Lumber both chose to share immigrant's stories in their ads. But it was a theme that riled some viewers.

Supporters of U.S. President Donald Trump's immigration policies threatened to boycott Budweiser in response to the beer company's ad focused on its founder's immigrant story.

Fox forced Pennsylvania-based building supply company 84 Lumber to air a revised version of its Super Bowl ad, over concerns it was "too controversial."

The original shows a Mexican mother and daughter's journey to the United States before being stopped at a wall along the U.S.-Mexico border. The full version is available to view on the company's website.

Google chose to highlight equality and hospitality, showing a home flying a rainbow flag. Later, one person asks, "How do you say nice to meet you in Spanish?"

It's A 10 Haircare poked fun directly at Trump with an ad warning viewers they were in for "at least four years of awful hair." They asked people to do their part by rocking great hair instead.

Audi championed feminism by speaking out in favour of gender pay equality.

And Coca-Cola aired an classic showing people singing "America The Beautiful" in different languages.

But some viewers were upset at what they saw as overtly political messages.

Despite some critiques, the feedback was mostly positive. Many praised increased diversity in the catalogue of ads. For some, it was irresistible to draw conclusions about advertisers' stances with or against the new U.S. president.

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