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

American brand names return to tradition, celeb and cheer

OpenAI and Perplexity take advantage of the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is bringing back its iconic workhorse Clydesdales for a Super Bowl advertisement that the brewing business states celebrates the "grit and decision" of the American spirit.

The Budweiser commercial marks a return to tradition, after a dreadful social media promo for its Bud Light brand in 2023 including 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 Business and author of a book about Super Bowl advertisements. "Everybody loves the Clydesdales."

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

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

"We ´ re all in this good, delighted place, and want to be entertained," said Gartner expert Nicole Denman Greene. "So, to place your brand name because minute of fandom ... you need to provide imaginative that is resonant with that audience."

Super Bowl advertisers are flashing major star power, wiki.tld-wars.space with an approximated two-thirds of the commercials including celebs.

Meg Ryan and scientific-programs.science Billy Crystal reenact their famous deli scene from the 1989 romantic comedy "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that also includes a quick look from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and Catherine O ´ Hara double-up on the pickleball court to hustle opponents out of their Michelob . Eugene Levy, Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also reveal up in the 30-second areas.

OpenAI, the business behind ChatGPT, is expected to air its very first commercial throughout 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 offers a $1 million reward for asking questions throughout the video game.

Greene said AI companies are seizing on the Super Bowl ´ s reach to resolve customer anxiety about the fast-evolving technology.

"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 efficient, and how their lives might be much better," said Greene. "I do not understand if that's going to eliminate the fear, because, as individuals discover more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s game will have less car commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl advertisement, in which actor 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 newbie venture capital-backed Liquid Death, the canned water brand securityholes.science that bought its 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, portraying an alien kidnapping.

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