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

American brands return to custom, celeb and cheer

OpenAI and Perplexity profit from the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is reviving its renowned workhorse Clydesdales for a Super Bowl ad that the brewing business says commemorates the "grit and determination" of the American spirit.

The Budweiser commercial marks a go back to tradition, after a disastrous social networks promotion for its Bud Light brand photorum.eclat-mauve.fr name in 2023 featuring transgender influencer, Dylan Mulvaney, sparked calls for a boycott.

"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, a marketing teacher at Villanova ´ s School of and author of a book about Super Bowl ads. "Everybody likes the Clydesdales."

The go back 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 oke.zone the Kansas City Chiefs in New Orleans. Brands are expected to lean on humor, setiathome.berkeley.edu star and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.

For larsaluarna.se the first time, OpenAI and Perplexity will look for to profit from the most significant televised event of the year, bringing expert system into the homes of countless Americans.

"We ´ re all in this excellent, happy place, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand in that moment of fandom ... you have to provide creative 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 comedy "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that also consists of 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 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 company behind ChatGPT, is anticipated to air its first commercial during 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 questions during the game.

Greene said AI business are seizing on the Super Bowl ´ s reach to attend to 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 productive, and how their lives could be better," said Greene. "I don't understand if that's going to get rid of the worry, because, as people discover more about the capabilities, we're seeing in the data, that they get less certain."

This year ´ s video game will have less cars and truck commercials than in previous years. Stellantis is the only automaker to reveal a Super Bowl ad, in which star 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 newcomer endeavor capital-backed Liquid Death, the canned water brand name that bought 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, illustrating an alien kidnapping.

"It ´ s off the scale on amusing, on curiosity," said Sean Muller, founder and president of TV marketing measurement company iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)