NEW YORK — Call it Cute Bowl.
Adorable is the name of the game this year as Super Bowl advertisers try to grab your attention. That means lots of "cute" story lines, including a family that's expecting a new baby and a horse that forms a long-lasting bond with a puppy.
The saccharine spots are partly a result of more family-friendly brands like Cheerios and Heinz advertising this year. At the same time, fewer startups that tend to have more provocative commercials are in the advertising game this year.
Super Bowl XLVIII Ads Preview
This undated frame grab provided by General Mill?s shows the company's 2014 Super Bowl for Cheerios entitled "Gracie." The ad airs during the first unscheduled time-out of the game. (AP Photo/General Mill?s)
This undated frame grab provided by Anheuser-Busch shows the company's 2014 Super Bowl commercial entitled "Puppy Love". The ad will run in the fourth quarter of the game. (AP Photo/Anheuser-Busch)
This undated still provided by Wonderful Pistachios shows a frame grab from the company's 2014 Super Bowl XLVIII Ad. (AP Photo/Wonderful Pistachios)
This undated frame grab provided by Toyota, shows the company's 2014 Super Bowl commercial. Toyota has enlisted the Muppets for this year's advertising campaign. (AP Photo/Toyota)
This undated frame grab provided by Beats shows the company's 2014 Super Bowl commercial. Beats by Dre, the popular headphones and audio equipment producer has enlisted Ellen DeGeneres to star in its debut Super Bowl ad running in the third quarter that promotes Beats Music. (AP Photo/Beats)
This undated frame grab provided by Kia shows the company's 2014 Super Bowl commercial. The third-quarter ad to introduce its K900 luxury sedan, features Laurence Fishburne reprising his "Matrix" role as Morpheus and displays some surprising operatic skills. (AP Photo/Kia)
This undated frame grab provided by Butterfinger shows the company's 2014 Super Bowl Ad entitled, "Chocolate" and "Peanut Butter." The actual ad in the third quarter will have a related theme and Butterfinger is expected to introduce its Peanut Butter Cups with some tongue-in-cheek double entendres. (AP Photo/Butterfinger)
This image provided by Mars Inc. shows an online teaser ad for M&M's Super Bowl ad featuring its yellow peanut M&M "spokescandy." (AP Photo/Mars Inc.)
In this image released by GoDaddy.com on Wednesday, Jan. 22, 2014, NASCAR driver Danica Patrick, center, wearing a muscle suit, appears with bodybuilders in an upcoming Super Bowl commercial shot on location in Long Beach, Calif. The commercial is expected to air during the second half of NFL football's Super Bowl XLVIII on Sunday, Feb. 2. (AP Photo/GoDaddy.com)
This undated image provided by Nestle shows the company's new Butterfinger Peanut Butter Cup, the brand's first line extension in five years. (AP Photo/Nestle)
The trend also is a sign of the times. After widespread criticism of more racy or gross-out ads in recent years, companies are being more careful not to offend the more than 108 million viewers who are expected to tune in on Sunday. That's increasingly important given their large investment A 30-second Super Bowl spot goes an estimated $4 million.
"People want nostalgia and fun and escape," said Barbara Lippert, a columnist at Mediapost, trade publication for the media industry.
Here are five "cute" commercials to watch for:
(1) Anheuser Busch's "Puppy Love" ad shows its iconic Clydesdales bonding with a cute Labrador puppy. The two try desperately to reconnect with each other after their first meeting.
(2) Cheerios is showcasing the same biracial little girl and her parents that were in another ad that debuted last year. The company faced racist comments online when last year's ad was rolled out, but says the overwhelming response was positive.
So Cheerios is bringing the family back in its first Super Bowl ad. In the spot, the father tells his daughter that they're going to have an addition to the family, a baby boy. Then, the little girl strongly suggests they also get a puppy.