GitLab

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

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

The Budweiser commercial marks a return to tradition, after a devastating social networks promo for its Bud Light brand name in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated 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 Business and author of a book about Super Bowl ads. "Everybody likes the Clydesdales."

The go back to safe, familiar and sentimental ground represents a trend amongst 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 anticipated to lean on humor, imoodle.win celeb and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and historydb.date Perplexity will look for to capitalize on the biggest televised event of the year, smfsimple.com bringing expert system into the homes of countless Americans.

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

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

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic funny "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that also consists of a brief look from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and smfsimple.com 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 show up in the 30-second areas.

OpenAI, the company behind ChatGPT, is expected to air its very 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 that provides a $1 million prize for asking questions during the video game.

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

"All of the ads I have actually seen-- and I can't wait to see all of the creative-- it's more about making individuals see how they can be more efficient, and how their lives might be much better," said Greene. "I do not understand if that's going to remove 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 less vehicle commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl advertisement, in which star 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 venture capital-backed Liquid Death, the canned water brand that purchased its very first Big Game ad to promote its Killer Cola and Cherry Obituary.

Up until now, 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 funny, on interest," said Sean Muller, creator and chief executive of TV advertising measurement company iSpot.TV. "People enjoy the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and Diane Craft)