Super Bowl commercials typically don't promote products, but the brands
As someone who has watched every super bowl for the last 20 years, this just isn't accurate, imo.
When Budweiser do their famous ads, it's quite obviously an ad for Budweiser beer. Yes, the ad doesn't focus on the beer, it focuses on clydesdale horses, but the end message is 'Buy this one particular Budweiser beer'. E-trade's ad wants you to sign up for e-trade, go-daddy wants you to sign up for go-daddy, Doritos want you to buy a pack of doritos etc. There are certainly some 'brand awareness' or 'product awareness' ads, sure. Avocados from mexico being a fairly well know recent one.
But look at the top SB ads of last year as an example:
Budweiser - selling classic Budweiser beer
Bud-light - selling light Budweiser beer
Always - selling women's products
Coca-cola - selling coke
McDonalds - selling mcdonalds meals
Skittles - selling packs of skittles
Snickers - selling snickers bars
Doritos - selling doritos
Mercedes - general brand promotion
Kia Sorento - selling a specific brand of car
Loctite - selling specific super-glue
Clash of Clans - getting you to download their game
Avocados from Mexico - general product promotion
Mophie - selling battery cases for phones
That's just a cross-section taken from a ranking website but there's only two general brand promotion ads there. Most of the ads you have a strong idea what specific product they want you to buy (or download), no doubt. You can say 'I could go to the shop / log into the app store and get this product, now.'