NEW YORK (AP) - The latest developments in Super Bowl commercials before, during and after the Big Game:

NEW YORK (AP) The latest developments in Super Bowl commercials before, during and after the Big Game:

5:00 p.m.

Watch out for celebrities, cute animals and humor. Super Bowl advertisers are turning to a mix of tried-and-true crowd pleasers for the game's 50th anniversary.

With a 30-second spot costing an estimate $5 million, many advertisers are skipping the crass humor to play it relatively safe.

Uplifting messages and "cause advertising" also give this year's ads a more grown-up feel. Budweiser features British actress Helen Mirren telling people why drunken driving is a bad idea. SunTrust urges people to let go of financial stress. Colgate Palmolive tells people to "Save Water."

Many companies also released ads online early in hopes of generating extra buzz. But there are still a few surprises left, with Taco Bell, Chrysler and Coke yet to release their ads.