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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 reviving its iconic workhorse Clydesdales for a Super Bowl ad that the developing company says celebrates the "grit and determination" of the American spirit.

The Budweiser industrial marks a return to tradition, after a disastrous social media promo for its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, sparked 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 ads. "Everybody likes the Clydesdales."

The return to safe, familiar and classic ground represents a pattern among some advertisers for wiki.snooze-hotelsoftware.de this year ´ s Super Bowl LIX, a rematch between the Philadelphia Eagles and trade-britanica.trade the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, celeb and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will look for to capitalize on the most significant televised event of the year, bringing synthetic intelligence into the homes of countless Americans.

"We ´ re all in this great, happy location, and wish to be entertained," said Gartner analyst Nicole Denman Greene. "So, to insert your brand in that moment of fandom ... you need to deliver innovative that is resonant with that audience."

Super Bowl advertisers are flashing severe star power, with an estimated two-thirds of the commercials featuring stars.

Meg Ryan and Billy Crystal reenact their popular deli scene from the 1989 romantic funny "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that likewise includes a short appearance 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 likewise appear in the 30-second areas.

OpenAI, the business behind ChatGPT, is expected to air its first commercial throughout 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 questions throughout the video game.

Greene said AI business are taking on the Super Bowl ´ s reach to deal with 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 innovative-- it's more about making people see how they can be more productive, and how their lives might be better," said Greene. "I don't know if that's going to eliminate 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 game will have fewer automobile commercials than in previous years. Stellantis is the only automaker to reveal 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 snacks return. They will share screen time with beginner endeavor capital-backed Liquid Death, the canned water brand name that bought its very first Big Game ad to promote its Killer Cola and Cherry Obituary.

So far, the most popular Super Bowl ad is the winner of Doritos ´ "Crash the Super Bowl" contest, portraying an alien kidnapping.

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