The Financial Post reports in its Thusday edition that Super Bowl advertisers want their commercials to get attention -- but not the wrong kind. A Bloomberg dispatch to the Post says that this is a highly charged era where everything from Skittles to avocados has been politicized. None of the ads for this weekend's game on Fox are expected to purposely press any political buttons, but advertisers want to avoid even accidentally offending anyone. Advertisers want to avoid situations like the one Coca-Cola ran into three years ago with a Super Bowl ad with people of various ethnic backgrounds singing "America the Beautiful" in their native languages. The spot may have seemed innocuous, but it backfired in some circles, with people tweeting the hashtag #SpeakAmerican. The various events under the first two weeks of the new administration of a brittle President, Donald Trump, from a standoff with Mexico to an immigration crackdown, may have viewers looking at this year's game through a different lens. "Most executives really don't know how to best handle Donald Trump," said Timothy Calkins, a professor of marketing at Northwestern University. "You don't want to be seen as being against Trump or for Trump."