The 2023 Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs was watched by tens of millions of viewers, and companies paid up to $7 million for a 30-second spot. Advertisers sought to bring a sense of comfort and joy to viewers, and the ads featured a mix of celebrities, humor, nostalgia, music, and plenty of cuddly dogs. Charles Taylor, marketing professor at Villanova University, noted that this year's ads took a very light touch and focused on being fun and making the viewer feel good.