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

American brand names 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 iconic workhorse for a Super Bowl advertisement that the developing business says commemorates the "grit and determination" of the American spirit.

The Budweiser business marks a return to tradition, after a disastrous social media promotion for its Bud Light brand name in 2023 including transgender influencer, Dylan Mulvaney, triggered 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 advertisements. "Everybody enjoys the Clydesdales."

The go back to safe, familiar and sentimental ground represents a trend amongst 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, star and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and Perplexity will look for to capitalize on the biggest telecasted event of the year, bringing expert system into the homes of millions of Americans.

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

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

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 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 wiki.monnaie-libre.fr Kermit the Frog likewise reveal up in the 30-second areas.

OpenAI, the business behind ChatGPT, is anticipated to air its first commercial throughout the Super Bowl, bringing the race for synthetic intelligence supremacy to America ´ s bars and living spaces. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that uses a $1 million prize for asking concerns during the game.

Greene said AI companies are taking on the Super Bowl ´ s reach to attend to customer 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 individuals see how they can be more efficient, and how their lives might be much better," said Greene. "I don't understand if that's going to eliminate the worry, because, as people find out more about the abilities, we're seeing in the data, that they get less certain."

This year ´ s video game will have fewer car commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl advertisement, 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 first Big Game ad 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, portraying an alien kidnapping.

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