Let’s face it: The Super Bowl is a big deal, even if you could care less about the 49ers or the Ravens… or don’t know the difference between a yellow flag and a red one. The Big Game is all about the ads, and most of us tune in just to see them.

According to a recent Lab42 survey, 39% of adults say the advertisements are their favorite part of the event, while only 28% say the game itself is the best aspect of Super Bowl Sunday. What’s more interesting is that: 44% of women say they prefer ads to any other aspect of the game, while 41% of men prefer the game itself. In today’s digital age, everyone can catch the ads even if they don’t tune into see the Harbaugh brothers’ teams duke it out on Feb. 3.

Too sexy for the Bowl?

In fact, one ad got plenty of attention way before Game Day. The Parents’ Television Council publicly opposed a Mercedes-Benz spot featuring model Kate Upton, saying the spot reinforced the notion that sex appeal sells. In just two days, the video had gotten almost 3 million views on YouTube.

In the past few years, the GoDaddy ads have been pretty racy, so it’s kind of a shocker that they put this one out. The ad shows several couples arguing that if one spouse doesn’t secure a website domain, someone else will swipe their idea.  Of course, the website domain company is putting out another spot with their golden girl Danica Patrick, who will appear with Bar Rafaeli, so they’re not completely over positioning otherwise accomplished women as mere “eye candy.” Axe will also release its first Super Bowl ad this year… another brand known for ads that focus on sex.

Humor reigns supreme

Clearly, the concept of humor works well for men and women. There may not be many ads geared directly at women, but there are a few that both sexes will like. Because so many women are tuning into the games, advertisers know they need to appeal to both sexes. How to do it without going on the flip side and featuring scantily clad male models? Humor! (That’s why ads like Volkswagen’s spot with Darth Vader boy is a modern classic!)

Speaking of scantily clad males: Diet Coke will feature British model Andrew Cooper in a Super Bowl ad, and Cooper will strip down, paying homage to the original “11:30” hunk spot.

In the Lab42 survey, 72% of respondents said the Super Bowl ads are funnier than other spots and 57% say they are more creative. Just 21% say that Game Day ads are no more special than other television commercials.

What else is new this year other than funny ads? This year, Pepsi and Budweiser have teamed up and it will be the first time you see the two brands alongside each other in the same commercial. The goal is to compete with the No. 1 cola, Coca-Cola.

Advertisers crave crowdsourcing, before-and-after game engagement

While ads have become more humor-focused, many advertisers want to cash in on digital resources. Coca-Cola has gotten a lot of buzz for an ad that will feature three teams—one of cowboys, one of showgirls and one of Badlanders—that are racing through a desert get to a huge bottle of Coke. Viewers can go online to vote for their favorite team, and Coke will air the most popular ending on Game Day. In fact, crowdsourcing has become a popular trend that marketers can use to engage consumers before, during and after Game Day. According to the Lab42 survey, 69% of respondents say they rewatch an ad online, so the fun continues after the Lombardi is awarded, and even those that don’t tune in will likely see some of the top ads

One of the funniest ads that has already leaked online is another gem from Volkswagen featuring reggae legend Jimmy Cliff. The spot shows people on viral videos having meltdowns, and then brings them all together to “get happy.” This ad is funny for both sexes… we call it a winner.

The future of Game Day advertising

Perhaps there will never be a Super Bowl without an ad that appeals solely to men. But with  44% of women tuning into to the game just to watch the commercials, brands are missing a huge opportunity to surprise her with intelligently crafted “Super Bowl 47 ads” that make women believe their “Return on Attention” was well worth it.  Toyota is using The Big Bang Theory’s Kaley Cuoco to promote its cars. And while she’s a tall drink of water, we think her humor will go a long way to make the commercial more than one that only features a pretty face.

What ad are you looking forward to the most—why? Do you think Super Bowl ads lately are more appealing to both sexes?