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

American brand names go back to custom, celeb and cheer

OpenAI and Perplexity profit from 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 ad that the brewing company says celebrates the “grit and decision” of the American spirit.

The Budweiser business marks a go back to custom, after a dreadful social media promo for its Bud Light brand in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated 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 likes the Clydesdales.”

The return to safe, familiar and classic ground represents a trend amongst some advertisers for this year ´ s Super Bowl LIX, gratisafhalen.be a rematch between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are expected to lean on humor, celeb and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

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

“We ´ re all in this good, happy location, and wish to be entertained,” said Gartner 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 estimated two-thirds of the commercials including celebrities.

Meg Ryan and Billy Crystal reenact their famous deli scene from the 1989 romantic comedy “When Harry Met Sally,” in an industrial for Hellmann ´ s mayonnaise that also consists of a brief look 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 show up in the 30-second areas.

OpenAI, the business behind ChatGPT, is anticipated to air its first commercial during the Super Bowl, bringing the race for expert system 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 innovation.

“All of the advertisements 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 efficient, and how their lives might be better,” said Greene. “I do not understand if that’s going to remove the worry, because, as people learn 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 automaker to reveal a Super Bowl ad, humanlove.stream 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 newbie venture capital-backed Liquid Death, the canned water brand name that purchased its first Big Game advertisement to promote its Killer Cola and Cherry Obituary.

So far, the most popular Super Bowl advertisement is the winner of Doritos ´ “Crash the Super Bowl” contest, asystechnik.com portraying an alien abduction.

“It ´ s off the scale on funny, on curiosity,” said Sean Muller, founder and chief executive of TV advertising measurement company iSpot.TV. “People love the advertisement.” (Reporting by Dawn Chmielewski in Los Angeles