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

American brands go back to custom, 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 renowned workhorse Clydesdales for a Super Bowl ad that the brewing company says celebrates the "grit and determination" of the American spirit.

The Budweiser business marks a go back to tradition, after a dreadful social media promotion for its Bud Light brand name in 2023 including transgender influencer, trademarketclassifieds.com Dylan Mulvaney, triggered require a boycott.

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

The return to safe, familiar and nostalgic ground represents a trend amongst 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 expected to lean on humor, celebrity and warm references to America ´ s heartland, reflective of the cultural zeitgeist.

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

"We ´ re all in this good, happy place, and wish to be entertained," said Gartner analyst Nicole Denman Greene. "So, to insert your brand because moment of fandom ... you have to deliver imaginative that is resonant with that audience."

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

Meg Ryan and clashofcryptos.trade Billy Crystal reenact their popular deli scene from the 1989 romantic funny "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, users.atw.hu Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also reveal 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 living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million reward for asking concerns throughout the game.

Greene said AI companies are seizing on the Super Bowl ´ s reach to resolve consumer stress and anxiety about the fast-evolving innovation.

"All of the advertisements I've seen-- and I can't wait to see all of the creative-- it's more about making people see how they can be more efficient, and how their lives might be better," said Greene. "I don't understand if that's going to get rid of the worry, because, as individuals find out more about the abilities, we're seeing in the data, that they get less certain."

This year ´ s game will have fewer vehicle commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl ad, in which actor 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 name that purchased its very first Big Game ad to promote its Killer Cola and Cherry Obituary.

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

"It ´ s off the scale on funny, on curiosity," said Sean Muller, founder and president of TV marketing measurement firm iSpot.TV. "People enjoy the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and Diane Craft)