Some of the world’s biggest brands are sitting out this year. Budweiser, Coke, Pepsi, Audi, and Avocados from Mexico have all decided not to air commercials during Super Bowl LV (no, Louis Vuitton did not sponsor this year’s game), which kicks off on February 8th. The decision basically comes down to: it’s a sensitive time, moods are down, maybe pushing products isn’t in great taste. It is the first time that Budweiser has not aired a commercial during America’s most-watched annual television event.