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

American brand names return 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 reviving its iconic workhorse Clydesdales for a Super Bowl ad that the developing company says celebrates the "grit and decision" of the American spirit.

The Budweiser commercial marks a go back to tradition, after a dreadful social media promotion for valetinowiki.racing its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, triggered 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 likes the Clydesdales."

The return to safe, familiar and classic 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, celeb 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 biggest televised event of the year, bringing synthetic intelligence into the homes of millions of Americans.

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

Super Bowl marketers are star power, with an approximated two-thirds of the commercials featuring stars.

Meg Ryan and Billy Crystal reenact their popular deli scene from the 1989 romantic funny "When Harry Met Sally," in a business for Hellmann ´ s mayonnaise that likewise includes a quick 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 likewise reveal up in the 30-second areas.

OpenAI, the business behind ChatGPT, is anticipated to air its first commercial during the Super Bowl, bringing the race for artificial intelligence supremacy to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that uses a $1 million reward for asking concerns during the video 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've seen-- and I can't wait to see all of the imaginative-- it's more about making people see how they can be more efficient, and how their lives might be much better," said Greene. "I don't know if that's going to eliminate the worry, because, as people discover more about the capabilities, we're seeing in the data, that they get less certain."

This year ´ s game will have fewer cars and 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 beginner 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.

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

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