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

American brands go back to tradition, celeb and cheer

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

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is bringing back its iconic workhorse Clydesdales for trade-britanica.trade a Super Bowl ad that the developing company states commemorates the "grit and decision" of the American spirit.

The Budweiser commercial marks a go back to custom, after a devastating social media promotion for its Bud Light brand in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated require 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 loves the Clydesdales."

The return to safe, familiar and sentimental ground represents a trend amongst 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 expected to lean on humor, celebrity 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 televised event of the year, bringing synthetic intelligence into the homes of countless Americans.

"We ´ re all in this excellent, delighted location, and desire to be entertained," said analyst Nicole Denman Greene. "So, to insert your brand name in that moment of fandom ... you have to deliver creative that is resonant with that audience."

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

Meg Ryan and Billy Crystal reenact their popular deli scene from the 1989 romantic comedy "When Harry Met Sally," in a business for Hellmann ´ s mayonnaise that also consists of a quick appearance from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and Catherine O ´ Hara double-up on the pickleball court to hustle challengers 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 areas.

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

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

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

This year ´ s game will have less car commercials than in previous years. Stellantis is the only automaker 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 newcomer endeavor capital-backed Liquid Death, the canned water brand that bought its very first Big Game ad to promote its Killer Cola and classifieds.ocala-news.com Cherry Obituary.

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

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