Why laughter won the 2018 Super Bowl ads

The TV ads shown during the annual Super Bowl have become a cultural phenomenon in themselves. The ad breaks are now something that viewers wait for and engage with as part of the entertainment of the big day and, at a reported $5million for a 30 second slot, the brands commissioning these ads need to get it right.
This year, as we watched the ads air, there was a clear and consistent theme among the best: they were genuinely, charmingly funny. From Tide gently teasing common advertising stereot