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

American brand names return to tradition, celebrity and cheer

OpenAI and Perplexity capitalize on 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 ad that the brewing company says celebrates the "grit and decision" of the American spirit.

The Budweiser industrial marks a go back to custom, after a disastrous social media promotion for thatswhathappened.wiki its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, triggered require 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 enjoys the Clydesdales."

The go back to safe, familiar and classic ground represents a trend among 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 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 seek to take advantage of the most significant televised occasion of the year, bringing expert system into the homes of millions of Americans.

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

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

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 consists of a quick 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, Post Malone, Vin Diesel and Kermit the Frog also appear in the 30-second spots.

OpenAI, the company 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 online-learning-initiative.org living spaces. Meanwhile Perplexity AI is hosting a Super Bowl that uses a $1 million prize for asking concerns during the game.

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

"All of the advertisements I've 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 could be better," said Greene. "I do not understand if that's going to remove the worry, because, as individuals discover more about the capabilities, we're seeing in the data, that they get less certain."

This year ´ s game will have less automobile 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 treats return. They will share screen time with beginner venture capital-backed Liquid Death, the canned water brand name that bought its very first Big Game advertisement 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, depicting an alien abduction.

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