Advertisers pay up to $8 million for a 30-second Super Bowl spot

American brand names return to tradition, celeb and cheer

OpenAI and Perplexity capitalize on the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is reviving its iconic workhorse Clydesdales for a Super Bowl advertisement that the brewing business says commemorates the "grit and decision" of the American spirit.

The Budweiser business marks a go back to custom, after a dreadful social media promo for its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, triggered require a boycott.

"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, iuridictum.pecina.cz a marketing teacher at Villanova ´ s School of Business and author of a book about Super Bowl ads. "Everybody loves the Clydesdales."

The return to safe, familiar and nostalgic ground represents a trend amongst some marketers for this year ´ s Super Bowl LIX, a rematch between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, celebrity and warm references to America ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and Perplexity will seek to profit from the biggest telecasted event of the year, bringing expert system into the homes of millions of Americans.

"We ´ re all in this excellent, delighted location, and want to be entertained," said Gartner analyst Nicole Denman Greene. "So, to place your brand name in that minute of fandom ... you need to deliver imaginative that is resonant with that audience."

Super Bowl advertisers are flashing major star power, classihub.in with an approximated two-thirds of the commercials featuring stars.

Meg Ryan and Billy Crystal reenact their famous deli scene from the 1989 romantic comedy "When Harry Met Sally," in a commercial for Hellmann ´ s mayonnaise that also consists of a short look from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and Catherine O ´ Hara double-up on the pickleball court to hustle opponents out of their Michelob Ultra beers. Eugene Levy, botdb.win Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog likewise appear in the 30-second spots.

OpenAI, the company behind ChatGPT, is anticipated to air its very first commercial throughout the Super Bowl, bringing the race for artificial intelligence supremacy to America ´ s bars and living spaces. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that provides a $1 million prize for asking concerns throughout the game.

Greene said AI companies are seizing on the Super Bowl ´ s reach to address consumer stress and anxiety about the fast-evolving innovation.

"All of the ads I've seen-- and I can't wait to see all of the creative-- it's more about making individuals see how they can be more efficient, and how their lives could be much better," said Greene. "I do not know if that's going to eliminate the fear, because, as people learn more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s game will have fewer vehicle commercials than in previous years. Stellantis is the only automaker to announce a ad, in which star Glen Powell provides a humorously macho twist on the familiar "Goldilocks and the Three Bears" fairy tale.

Ads hawking beers and snacks return. They will share screen time with beginner endeavor capital-backed Liquid Death, the canned water brand demo.qkseo.in that purchased its first Big Game ad to promote its Killer Cola and Cherry Obituary.

Up until now, the most popular Super Bowl advertisement is the winner of Doritos ´ "Crash the Super Bowl" contest, illustrating an alien abduction.

"It ´ s off the scale on funny, on curiosity," said Sean Muller, founder and chief executive of TV advertising measurement company iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and Diane Craft)