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If you noticed something missing from the slate of ads that ran during Super Bowl LII, you weren’t the only one.
Conspicuously absent were the well-placed watermelons of Carl’s Jr’s heyday or GoDaddy’s “supermodel meets real-life nerd” fantasies. Even Cindy Crawford played second fiddle to her teenage son in Pepsi’s reimagining of its own 1992 classic featuring the fashion icon.
But it wasn’t just a lack of sex that left a lackluster taste in the mouths of many agency creatives.