Feb 4, 2016 2:21 PM by NBC News
If last year's Super Bowl commercials pulled heart strings, this year's target the funny bone.
Doritos is once again using ads submitted by unknowns to deliver laughs, while skittles hopes star power delivered by Aerosmith singer Steven Tyler hits the comedic sweet spot.
"When it works, it can be really, really effective, but when it falls flat, not so much," explains AdWeek executive editor James Cooper.
For ads that do hit the laughter bulls-eye, there's often shelf life beyond game day.
"People, on average, are more prone to share a humorous ad," notes Villanova University's Charles Taylor.
Celebrities, including Ryan Reynolds, are also a bigger part of this year's Super Bowl ad collection. At last count, 33 celebrities are appearing in game day ads, versus 28 in 2015.