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

American brand names return to tradition, celebrity and cheer

OpenAI and Perplexity take advantage of the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is restoring its renowned workhorse Clydesdales for a Super Bowl advertisement that the brewing business states commemorates the "grit and determination" of the American spirit.

The Budweiser industrial marks a return to tradition, after a disastrous social media promotion for its Bud Light brand name in 2023 including transgender influencer, Dylan Mulvaney, triggered calls for a boycott.

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

The go back to safe, familiar and classic ground represents a pattern among some marketers for this year ´ s Super Bowl LIX, a rematch in between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, star and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will look for to profit from the most significant telecasted event of the year, bringing expert system into the homes of millions of Americans.

"We ´ re all in this great, delighted place, and want to be entertained," said Gartner expert Nicole Denman Greene. "So, to place your brand in that minute of fandom ... you need to provide creative that is resonant with that audience."

Super Bowl marketers are flashing major star power, with an estimated two-thirds of the commercials including stars.

Meg Ryan and Billy Crystal reenact their famous deli scene from the 1989 romantic funny "When Harry Met Sally," in a business for Hellmann ´ s mayonnaise that likewise consists of a brief appearance 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, Ben Affleck, utahsyardsale.com Matt Damon, Post Malone, Vin Diesel and galgbtqhistoryproject.org Kermit the Frog likewise appear in the 30-second areas.

OpenAI, demo.qkseo.in the company behind ChatGPT, is expected to air its first commercial throughout the Super Bowl, bringing the race for artificial intelligence supremacy to America ´ s bars and botdb.win living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that provides a $1 million prize for asking concerns throughout the video game.

Greene said AI companies are taking on the Super Bowl ´ s reach to attend to consumer stress and anxiety about the fast-evolving technology.

"All of the ads I've seen-- and I can't wait to see all of the imaginative-- it's more about making people see how they can be more productive, and how their lives could be better," said Greene. "I do not understand if that's going to eliminate the worry, because, as people find out more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s game will have less cars and truck commercials than in previous years. Stellantis is the only car manufacturer to reveal a Super Bowl advertisement, in which star Glen Powell provides a humorously macho twist on the familiar "Goldilocks and the Three Bears" .

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

So far, the most popular Super Bowl ad is the winner of Doritos ´ "Crash the Super Bowl" contest, depicting an alien abduction.

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