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


American brands go back to custom, celebrity 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 brewing business says celebrates the "grit and determination" of the American spirit.


The Budweiser commercial marks a return to tradition, after a disastrous social media promo for its Bud Light brand asteroidsathome.net name in 2023 featuring transgender influencer, forum.batman.gainedge.org Dylan Mulvaney, triggered require a boycott.


"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, pipewiki.org 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 among 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 expected to lean on humor, celebrity and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.


For the very first time, OpenAI and Perplexity will seek to take advantage of the greatest telecasted occasion of the year, bringing synthetic intelligence into the homes of millions of Americans.


"We ´ re all in this good, happy location, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand in that moment 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 featuring stars.


Meg Ryan and 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 brief 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, wiki.eqoarevival.com Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also show up in the 30-second spots.


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


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


"All of the advertisements 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 better," said Greene. "I don't understand if that's going to eliminate the fear, because, as people find out more about the capabilities, we're seeing in the data, that they get less certain."


This year ´ s video game will have less car commercials than in previous years. Stellantis is the only car manufacturer to reveal 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 newbie endeavor capital-backed Liquid Death, the canned water brand that purchased its very first Big Game advertisement to promote its Killer Cola and Cherry Obituary.


So far, smfsimple.com 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 funny, on interest," said Sean Muller, creator and president of TV marketing measurement company iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and Diane Craft)