Super Bowl commercials are notoriously expensive, with brands shelling out millions of dollars for mere seconds of airtime, all in the hope of capturing the attention of the nearly 100 million viewers that tune in each year. Bud Light’s investment in a high-energy, celebrity-filled ad was a calculated risk meant to showcase the brand’s return to its humorous, irreverent roots. However, the reaction to the ad suggested that Bud Light’s message may have missed the mark, failing to resonate with viewers still wary of the brand’s recent controversies or those seeking more than just a return to comedy for reassurance.