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

American brand names go back to tradition, celebrity 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 advertisement that the brewing business states celebrates the "grit and determination" of the American spirit.

The Budweiser commercial marks a return to custom, after a dreadful social networks promotion for its Bud Light brand name in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated 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 loves the Clydesdales."

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

For the very first time, chessdatabase.science OpenAI and Perplexity will seek to profit from the biggest televised occasion of the year, bringing synthetic intelligence into the homes of millions of Americans.

"We ´ re all in this great, delighted location, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand in that minute of fandom ... you need to provide imaginative that is resonant with that audience."

Super Bowl marketers are flashing serious star power, with an approximated two-thirds of the commercials featuring 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 likewise includes a short appearance 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, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also 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 expert system to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that provides a $1 million reward for asking concerns throughout the game.

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

"All of the ads I've seen-- and I can't wait to see all of the creative-- it's more about making individuals see how they can be more productive, and how their lives could be much better," said Greene. "I don't understand if that's going to eliminate the worry, because, as individuals find out more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s video game will have fewer car commercials than in previous years. Stellantis is the only car manufacturer to reveal a Super Bowl ad, in which star 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 newcomer venture 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.

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

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