This is also kinda wrong because the downside can be a lot more than your marketing spend if people really hate your ad. Just look what happened when Budweiser decided to send a personalized Bud Light can to a transgender person. For the Superbowl specifically, I can't imagine the "Search Party" ad helped Amazon sell more Rings.

Yeah but this is footnote territory. The idea of a cap is more appropriate for most advertisers. There’s a minor chance you miscalculate and the cap dissolves. It kind of goes without saying as that always applies, possibly can have high magnification if too far off the mark.

Or Gillette. Or Jaguar. Wrong sort of advertising can provably destroy your brand image among your consumers. Social media helps to amplify things in both directions. So you really need to know your audience's current mindset. Or wrong move could lead to losing lot more than just any money and manpower spend on the ad.