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

American brands go back to custom, star and cheer

OpenAI and Perplexity take advantage of the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is restoring its iconic workhorse Clydesdales for a Super Bowl ad that the developing business says commemorates the "grit and decision" of the American spirit.

The Budweiser commercial marks a go back to tradition, after a dreadful social media promotion for its Bud Light brand name 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 Super Bowl advertisements. "Everybody enjoys the Clydesdales."

The go back to safe, familiar and classic ground represents a pattern among 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 expected to lean on humor, celebrity and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will look for to profit from the greatest televised occasion of the year, bringing expert system into the homes of millions of Americans.

"We ´ re all in this great, delighted place, and want to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand name because moment of fandom ... you need to deliver innovative that is resonant with that audience."

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

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 likewise includes a brief look 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 show up 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 wolvesbaneuo.com expert system supremacy to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that uses a $1 million prize for asking questions during the game.

Greene said AI business are taking on the Super Bowl ´ s reach to address consumer stress and anxiety about the fast-evolving technology.

"All of the advertisements I have actually 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 much better," said Greene. "I do not understand if that's going to remove the worry, because, as individuals learn more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s video game will have fewer automobile commercials than in previous years. Stellantis is the only car manufacturer to announce a Super Bowl advertisement, users.atw.hu in which actor Glen Powell delivers 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 beginner venture capital-backed Liquid Death, the brand that bought its first Big Game advertisement to promote its Killer Cola and Cherry Obituary.

Up until now, the most popular Super Bowl advertisement is the winner of Doritos ´ "Crash the Super Bowl" contest, portraying an alien kidnapping.

"It ´ s off the scale on funny, on curiosity," said Sean Muller, creator and president of TV advertising measurement firm iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and lespoetesbizarres.free.fr Diane Craft)