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

American brand names go back to tradition, celebrity 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 company says celebrates the “grit and determination” of the American spirit.

The Budweiser a return to custom, after a disastrous social media promotion for its Bud Light brand in 2023 featuring transgender influencer, Dylan Mulvaney, sparked calls for a boycott.

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

The return to safe, familiar and classic ground represents a pattern among 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 referrals to America ´ s heartland, reflective of the cultural zeitgeist.

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

"We ´ re all in this good, pleased place, and want to be entertained,” said Gartner expert Nicole Denman Greene. “So, to insert your brand name in that moment of fandom ... you have to provide innovative that is resonant with that audience.“

Super Bowl marketers are flashing severe star power, with an approximated two-thirds of the commercials featuring celebrities.

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic funny “When Harry Met Sally,” in a business for Hellmann ´ s mayonnaise that likewise consists of a brief 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, Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog likewise show up in the 30-second spots.

OpenAI, the company behind ChatGPT, is expected to air its first commercial throughout the Super Bowl, bringing the race for expert system supremacy to America ´ s bars and bybio.co living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million prize for asking questions throughout the video game.

Greene said AI business are taking on the Super Bowl ´ s reach to deal with 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 individuals see how they can be more efficient, and how their lives might be much better,” said Greene. “I do not understand if that’s going to get rid of the worry, because, as people discover more about the abilities, we’re seeing in the data, that they get less certain.“

This year ´ s game will have less automobile commercials than in previous years. Stellantis is the only car manufacturer to reveal a Super Bowl 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 treats return. They will share screen time with newcomer endeavor capital-backed Liquid Death, the canned water brand that bought its very first Big Game ad to promote its Killer Cola and online-learning-initiative.org Cherry Obituary.

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

"It ´ s off the scale on amusing, on interest,” said Sean Muller, creator and president of TV marketing measurement firm iSpot.TV. “People love the advertisement.” (Reporting by Dawn Chmielewski in Los Angeles