The Super Bowl 2023 is going to be more than Rihana’s performance. As NFL fans tune in to watch the Philadelphia Eagles face off against the Kansas City Chiefs on Sunday 12 February, viewers can also expect to see funny, memorable, and even some controversial ads. As advertising during the big game becomes increasingly competitive – and wildly expensive – companies are forced to come up with innovative ways to stand out from the crowd, even if that means pushing a few buttons.