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

American brands return to tradition, celeb and cheer

OpenAI and Perplexity profit from the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is restoring its renowned workhorse Clydesdales for a Super Bowl advertisement that the developing company states commemorates the "grit and decision" of the American spirit.

The Budweiser business marks a return to custom, after a devastating social media promotion for its Bud Light brand 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 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 marketers for king-wifi.win this year ´ s Super Bowl LIX, yogaasanas.science a rematch between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are expected to lean on humor, celeb and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the very 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 countless Americans.

"We ´ re all in this great, happy location, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to place your brand name in that minute of fandom ... you have to provide creative that is resonant with that audience."

Super Bowl advertisers are flashing major 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 a commercial for Hellmann ´ s mayonnaise that likewise consists of a quick 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 Kermit the Frog also reveal up in the 30-second areas.

OpenAI, the company behind ChatGPT, is anticipated to air its very first commercial during the Super Bowl, the race for synthetic intelligence supremacy to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million reward for asking questions throughout the game.

Greene said AI companies are taking on the Super Bowl ´ s reach to deal with customer stress and anxiety about the fast-evolving innovation.

"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 know if that's going to get rid of 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 cars and forum.tinycircuits.com truck commercials than in previous years. Stellantis is the only automaker to reveal a Super Bowl advertisement, in which actor Glen Powell delivers 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 venture capital-backed Liquid Death, the canned water brand 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, illustrating an alien abduction.

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