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

American brands go back to tradition, star and cheer

OpenAI and Perplexity capitalize on the Super Bowl to promote AI

By Dawn Chmielewski

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

The Budweiser business marks a return to custom, after a dreadful social networks 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 professor at Villanova ´ s School of Business and author of a book about Super Bowl ads. "Everybody enjoys the Clydesdales."

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

For the very first time, OpenAI and Perplexity will look for to profit from the biggest televised occasion of the year, bringing artificial intelligence into the homes of countless Americans.

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

Super Bowl marketers are flashing serious star power, drapia.org with an estimated 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 also appear in the 30-second areas.

OpenAI, wiki.myamens.com the business behind ChatGPT, is expected to air its first commercial during the Super Bowl, bringing the race for synthetic intelligence supremacy to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million prize for asking concerns throughout the video game.

Greene said AI business are taking on the Super Bowl ´ s reach to deal with consumer anxiety about the fast-evolving technology.

"All of the advertisements I have actually seen-- and I can't wait to see all of the innovative-- it's more about making people see how they can be more efficient, and how their lives might be better," said Greene. "I do not know if that's going to remove the worry, because, as people discover more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s game will have fewer car commercials than in previous years. Stellantis is the only car manufacturer to announce a Super Bowl advertisement, in which actor Glen Powell delivers 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 newbie endeavor capital-backed Liquid Death, the canned water brand name that bought its first Big Game advertisement to promote its Killer Cola and Cherry Obituary.

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

"It ´ s off the scale on funny, on interest," said Sean Muller, founder and primary executive of TV marketing measurement company iSpot.TV. "People like the ad." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)