NEW YORK – No GoDaddy. Not a bikini in sight. Service messages instead of crotch or fart jokes. As the Super Bowl turns 50 and faces middle age, will this be the year that advertisers stick to – gasp – good taste?

The Super Bowl remains advertising’s biggest stage, especially as the broadcast TV audience fragments further thanks to Netflix and other on-demand TV services. Advertisers are spending as much as an estimated $5 million per 30 seconds to capture more than 114 million viewers expected to tune in.

But this year, amplifying a trend seen the past few years, advertisers seem to be playing it extra safe. And that might mean a repeat of last year’s “Somber Bowl,” when viewers were turned off by too-serious ads.

Distinguished British actress Helen Mirren will deliver a lecture about drunken driving and why it’s a terrible idea. Many others are going with anthemic or public service-style messages: Colgate Palmolive will urge viewers to “Save Water,” while outdoor brand Marmot urges people to spend more time outside and BMW showcases people who “Defy Labels.”

Slapstick, crass humor and sex seem to be relegated to the sidelines. Internet address provider GoDaddy, which for 11 years walked the line of bad taste with ads that showed skimpily clad women and an extremely long close up of a kiss, is sitting it out, citing the need for more targeted advertising.