Although the Seattle Seahawks and New England Patriots will face off in Super Bowl LX , they're not the only ones competing on Sunday. Super Bowl advertisers are also going head-to-head during the annual championship to vie for viewers' attention and, ultimately, their wallets. "CMOs are under so much pressure," Kerry Benson, SVP of Kantar, told Business Insider. "They have to prove ROI in these ads." The tense political climate has spurred many advertisers to play it safe, relying on comedy