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

American brands go back to tradition, star 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 developing business says celebrates the "grit and determination" of the American spirit.

The Budweiser commercial marks a return to custom, after a disastrous social media promotion for videochatforum.ro its Bud Light brand name in 2023 featuring transgender influencer, Dylan Mulvaney, sparked 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 return to safe, familiar and classic ground represents a trend among some advertisers for this year ´ s Super Bowl LIX, a rematch in between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, pipewiki.org celeb and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and Perplexity will look for to take advantage of the most significant televised occasion of the year, bringing synthetic intelligence into the homes of millions of Americans.

"We ´ re all in this excellent, happy place, and wish to be entertained," said Gartner analyst Nicole Denman Greene. "So, to insert your brand because minute of fandom ... you need to provide innovative that is resonant with that audience."

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

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic comedy "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that likewise includes a quick look from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and Catherine O ´ Hara double-up on the pickleball court to hustle challengers out of their beers. Eugene Levy, Ben Affleck, bytes-the-dust.com Matt Damon, Post Malone, Vin Diesel and Kermit the Frog likewise appear in the 30-second spots.

OpenAI, the business behind ChatGPT, is anticipated to air its 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 provides a $1 million prize for drapia.org asking questions throughout the game.

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

"All of the ads I have actually 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 do not understand if that's going to remove 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 vehicle commercials than in previous years. Stellantis is the only automaker to reveal a Super Bowl advertisement, in which star 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 newbie venture capital-backed Liquid Death, the canned water brand name that purchased its very first Big Game advertisement 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, depicting an alien abduction.

"It ´ s off the scale on funny, on interest," said Sean Muller, founder and chief executive of TV advertising measurement company iSpot.TV. "People enjoy the ad." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)