Humor and celebrity cameos are in at this year’s Super Bowl, while gambling and cryptocurrency are out. That’s the game plan for the 50 brands advertising during Sunday’s big game, which features the Kansas City Chiefs going for a historic three-peat against the Philadelphia Eagles.

With 80-plus ad spots divvied up among the 50-something advertisers during the game, it’s tough to make sure viewers remember your brand message. And with a few ad spots going for a record $8 million for 30 seconds this year, the stakes have never been higher.