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

American brands return to custom, systemcheck-wiki.de celeb 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 iconic workhorse Clydesdales for a Super Bowl ad that the brewing business says celebrates the “grit and determination” of the American spirit.

The Budweiser commercial marks a go back to custom, after a dreadful social media promotion for its Bud Light brand name 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 ads. “Everybody enjoys the Clydesdales.”

The go back to safe, familiar and nostalgic ground represents a pattern amongst some advertisers 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, celeb and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will look for to take advantage of the most significant televised occasion of the year, bringing expert system into the homes of countless Americans.

“We ´ re all in this great, delighted location, and wish to be entertained,” said Gartner analyst Nicole Denman Greene. “So, to insert your brand because minute of fandom … you have 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 featuring celebs.

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 challengers 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, the company 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 spaces. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that uses a $1 million prize for asking concerns during the game.

Greene said AI companies are seizing on the Super Bowl ´ s reach to address 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 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 understand if that’s going to get rid of the worry, because, as people find out more about the capabilities, we’re seeing in the data, that they get less certain.”

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

So far, the most popular Super Bowl ad is the winner of ´ “Crash the Super Bowl” contest, depicting an alien kidnapping.

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