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

American brand names return to custom, celeb and cheer

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

By Dawn Chmielewski

Feb 9 (Reuters) InBev is restoring its renowned workhorse Clydesdales for a Super Bowl advertisement that the brewing business states celebrates the "grit and determination" of the American spirit.

The Budweiser industrial marks a return to custom, after a dreadful social networks promotion for its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, sparked require 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 go back to safe, familiar and sentimental ground represents a pattern amongst some advertisers 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, celeb and warm references 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 artificial intelligence into the homes of countless Americans.

"We ´ re all in this great, pleased place, and wish to be entertained," said Gartner analyst Nicole Denman Greene. "So, to insert your brand because minute of fandom ... you need to deliver creative that is resonant with that audience."

Super Bowl marketers are flashing serious star power, with an estimated two-thirds of the commercials including celebs.

Meg Ryan and Billy Crystal reenact their famous deli scene from the 1989 romantic funny "When Harry Met Sally," in a commercial for Hellmann ´ s mayonnaise that also consists of a brief 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, menwiki.men Post Malone, Vin Diesel and Kermit the Frog likewise show up in the 30-second areas.

OpenAI, the business behind ChatGPT, is anticipated to air its very 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 offers a $1 million reward for asking concerns throughout the game.

Greene said AI business are seizing on the Super Bowl ´ s reach to deal with 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 people see how they can be more efficient, and how their lives might be much better," said Greene. "I do not know if that's going to remove the worry, because, as people find out more about the abilities, we're seeing in the data, that they get less certain."

This year ´ s video game will have less automobile commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl ad, 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 bought its very 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, depicting an alien abduction.

"It ´ s off the scale on funny, on curiosity," said Sean Muller, founder and president of TV advertising measurement company iSpot.TV. "People love the ad." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and annunciogratis.net Diane Craft)