Did you watch the Super Bowl ads this year? If you did, you might have noticed that three Big Tech companies – Google, Snap, and Microsoft – used their ads to showcase their products and services in a positive light. But why did they do that? And what does it mean for their future? In this article, Josh Culling analyzes the Super Bowl ads of these three companies and explains how they are trying to address the controversy and criticism that surround their sectors and platforms. He also discusses how they are branding themselves and their products in the midst of significant fear, skepticism, and misunderstanding of tech and how it can improve human lives.