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NEW YORK, N.Y. - Forget slapstick and sex in Super Bowl ads: This year, serious was the name of the game.Nationwide ran an ad on preventable childhood death. Carnival struck a sombre note with a voiceover by John F. Kennedy speaking lyrically about the sea. And a public service announcement by coalition No More depicted a chilling 911 call from a battered woman to demonstrate the terror of domestic abuse.Other advertisers had positive, albeit equally serious themes: McDonalds said it would let some customers pay with acts of kindness, Coca-Cola showed online negativity and bullying turning positive and Procter & Gambles ad for its Always feminine products brand tried to redefine what it means to do things like a girl.Its a shame there arent any commercials for antidepressants because these commercials make me want some, said Jon Early, who was watching the game in New York with friends. Football is supposed to be an escape.The serious tone is an effort to win over Americans who have a lower tolerance for crass ads with an overuse of sexually explicit themes and sophomoric humour. They also have short attention spans these days, thanks to the bite-sized communication of social media.The serious spots were a continuation of a trend that started last year when advertisers shied away from the tactics that had been commonplace during Super Bowl. The difference this year is that many of the serious ads had an overarching message to live better, think better and be better.With 30-second ads costing $4.5 million for the chance to market their brand to 110-plus million Americans, advertisers were trying to stand out by marketing socially conscious messages. In the process, they hoped to boost the image of their brands.The Super Bowl reflects whats happening in the country, said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University. Maybe in the country today were a little more reflective and a little more pensive.SERIOUS TONEA Microsoft ad with a voiceover by rapper Common told the story of Braylon ONeill, a boy who was born missing the tibia and fibula bones in both of his legs so he had to learn to live with prosthetic legs developed by Microsoft.The ad struck some similar notes with Toyotas Camry ad, which featured Paralympian Amy Purdy, who also has prosthetic legs snowboarding and dancing set to a speech by Muhammad Ali that ends Ill show you how great I am.Some serious ads bordered on sober. Nissan returned to the Super Bowl after 18 years with an ad featuring the story line of an up-and-coming race driver and his wife struggling to balance work and raising their son. In a jarring detail that many on social media pointed out, the ad was set to Cats in the Cradle by Harry Chapin, who was killed in a car crash.And a Nationwide ad showed a boy riding a school bus and lamenting hell never learn to fly, or travel the world with my best friend, or even grow up, because he died in an accident. The ad was aimed at stopping preventable childhood accidents, but Charles Taylor, marketing professor at the Villanova School of Business in Pennsylvania, said it received the most negative response from his ad viewing panel.Its just playing with fire focusing on an adolescents death in the context of the Super Bowl, he said.POSITIVE BUT SERIOUSOther advertisers tried to implore people to do positive things.In apparent commentary on how heavily food companies market to Americans, Weight Watchers Super Bowl debut ad showed pizza, doughnuts in large portions with an ominous voiceover saying You gotta eat, right? A tagline said Weight Watchers can help members take control.But it didnt resonate with all viewers, many of who were at Super Bowl parties eating snacks. Some people are saying it made them want to eat more than anything, said Villanovas Taylor.Meanwhile, fast food chain McDonalds announced it will randomly select customers who can pay for their food with acts of goodwill, such as calling their moms and telling them they love them as part of a Valentines Day promotion that starts Monday.Humour IN BETWEENNot all ads were serious, though.Nationwides other ad showed Mindy Project star Mindy Kaling walking around New York believing she is invisible and doing scandalous acts, including sitting naked in Central Park and going through a car wash. Then, she tries to kiss actor Matt Damon, but as it turns out, he can see her. The idea is Nationwide doesnt treat customers like theyre invisible.Naomi Zikmund-Fisher, a psychotherapist watching the game in Ann Arbor, Michigan, said the ad appealed to her. It sucked you in as a plot and then ruined it for her, she said.Another ad scored early. Chevrolets spot before kickoff appeared to be a live game feed that turned into static and a blank screen, shocking some viewers. Chevrolet used the trick to show that its Colorado truck has 4G LTE Wi Fi, allowing for live game streaming in the truck.That one got all of our attention, said Kirin Jessel, who watched the game with co-workers in Oakland, Calif. We were thinking Oh my God, whats happening. Discount Authentic Air Jordan .com) - Longtime Senators star Daniel Alfredsson returned to Ottawa on Thursday to officially announce his retirement. Authentic Air Jordan China . The 19-year-old Swiss centre back will initially have to impress in Uniteds reserve side to earn a spot in the first team. Veseli says "Manchester United has a long history of younger players coming through and hopefully I can follow and do the same. http://www.cheapauthenticairjordan.com/ . The midfielder had an operation on Saturday, and is set to miss seven Premier League games, the third round of the FA Cup and the semifinals of the League Cup. Authentic Air Jordan Sale . Notes on P.K. Subban, Dale Weise, Erik Haula, Mikael Granlund, Ilya Bryzgalov and more. Authentic Air Jordan Outlet . - Wesley Matthews got a chance to practice his bow-and-arrow 3-point celebration on Sunday night.PHOENIX - The two All-Pros in the Legion of Boom promise theyll be ready and fearless for the Super Bowl.Seattle safety Earl Thomas (separated left shoulder) and cornerback Richard Sherman (left elbow) are damaged goods, suffering injuries in the NFC championship overtime victory against Green Bay. On Sunday, they showed little to no concern about how they will feel — and perform — against the New England Patriots.If my mental is right, my body just mirrors that, said Thomas, who returned to practice Friday. Its a lot to deal with, my first major injury. I got the big picture.When I come alive nothing is limited. I can still play fearless and throw my body around and whatever happens, happens.Pretty much what Sherman had to say, too, when the Seahawks arrived in Phoenix.Its getting better, Sherman said of the elbow. I had a good week of practice so it should be good. Ive been able to move it a lot better than I did earlier.Seattles superb secondary is aggressive, deep and versatile, with strong safety Kam Chancellor a perfect complement to the All-Pros, and Byron Maxwell solid on the corner opposite Sherman. That unit often gives the Seahawks an edge against opponents, and this opponent, particularly Tom Brady throwing to Rob Gronkowski and Julian Edelman, is as dangerous as they come.They are the only team in our way. They are definitely dangerous, Thomas said. Tom is a general. He understands the game so well. His pocket presence is smooth. He doesnt predetermine too much. He kind of flows with the game and that is why he has been so great.Sherman and Thomas have been that, too, in the past two seasons. Perhaps onnly New Englands Darrelle Revis can match Sherman as a cover cornerback, and Thomas is, by far, the most well-rounded safety in the league.ddddddddddddOf course, thats when they are at or near full-strength. Will they be on Sunday?Coach Pete Carroll is confident they will be, well, boomers.Richard practiced in all the practices and he looks to be fine, Carroll said. He still has an elbow to take care of, but hes practiced well. Earl practiced (Saturday), the day before and got the last day of practice in and looked fine. Both those guys are scheduled to play and should be OK. They have to deal with their issues, but theyll be playing in the football game.Thomas is certain they will be playing as effectively as ever.We can do whatever we want to do if we are all together, Thomas said. We havent lost sight of the same mindset that got us here. No matter what misdirection we may give off. We still know who we are.The Seahawks also know the Patriots are no slouches in the secondary, either. Revis is an All-Pro, Devin McCourty is solid, and former Seahawk Brandon Browner starts at cornerback opposite Revis.Jermaine Kearse, who caught the winning touchdown passes from Russell Wilson in the last two NFC title games, knows just what he and the Seattle receivers will face.Its going to be exciting to go against BB, especially in a game like this, Kearse said. Going against him last year in practice with stuff, hes a real competitive guy and I feel like our guys are extremely competitive as well, so I think we will be looking forward to the matchup.___AP NFL website: www.pro32.ap.org and www.twitter.com/AP_NFL ' ' '