During advertising's biggest night, Super Bowl Sunday, marketers battled it out to bolster their brands and promote new products. Advertisers paid up to $5.6 million for 30 seconds, and almost 100 million people tune into the big game.

This year, Hyundai and Jeep scored with whimsical humor by poking fun at Boston accents and reuniting the "Groundhog Day" cast, Punxsutawney Phil included. Google struck heartstrings with a quiet message about aging and remembrance. Cheetos and Doritos both played off exaggerated dancing to good effect.

THE BEST ADS

HYUNDAI

The automaker released its ad early, but it still drew fans during the game. Boston-affiliated celebrities including actor Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and former Boston Red Sox player David Ortiz discussed a Hyundai feature that lets car owners park remotely with exaggerated accents that make "Smart Park" sound like "smaht pahk."

JEEP

Super Bowl Sunday was on Groundhog Day, so someone had to do it. Fiat Chrysler painstakingly recreated the 1993 movie "Groundhog Day," including the town square and other locales, with original actors Bill Murray, Brian Doyle Murray and Stephen Tobolowsky. The twist: instead of a Chevrolet truck, Murray uses a Jeep Gladiator truck. FCA Group marketing chief Olivier Francois said the ad worked to demonstrate the versatility of the Jeep truck since Murray does something different every day.

GOOGLE

Google's 90-second ad stood out by not using humor or celebrities. It features a man reminiscing about his wife, using the Google Assistant feature to pull up old photos of her and past vacations. The ad is set to an instrumental version of "Say Something" by Great Big World. "It's so hard to write earnestly and not make it cheesy," said Julia Neumann, executive creative director at ad agency TBWA(backslash)Chiat(backslash)Day in New York. "This was really, really well done."

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