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

American brand names go back to tradition, celeb and cheer

OpenAI and Perplexity profit from 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 ad that the developing company states celebrates the "grit and determination" of the American spirit.

The Budweiser business marks a go back to custom, after a devastating social networks promo for its Bud Light brand name 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 sentimental ground represents a trend amongst some marketers for this year ´ s Super Bowl LIX, forum.altaycoins.com a rematch in between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, celebrity and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will look for to capitalize on the greatest televised occasion of the year, bringing expert system into the homes of countless Americans.

"We ´ re all in this good, delighted location, and desire to be entertained," said Gartner expert Nicole Denman Greene. "So, to place your brand in that minute 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 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 consists of a short appearance from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and 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 spots.

OpenAI, the company behind ChatGPT, is anticipated to air its first commercial throughout the Super Bowl, bringing the race for artificial intelligence supremacy to America ´ s bars and prawattasao.awardspace.info living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that uses a $1 million prize for asking questions throughout the game.

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

"All of the ads I've 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 don't know if that's going to eliminate the worry, because, as individuals discover more about the capabilities, we're seeing in the information, that they get less certain."

This year ´ s video game will have less cars and truck commercials than in previous years. Stellantis is the only car manufacturer to reveal 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 name that purchased its first Big Game advertisement 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 kidnapping.

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