Advertisers pay up to $8 million for a 30-second Super Bowl spot
American brand names go back 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 bringing back its renowned workhorse Clydesdales for a Super Bowl advertisement that the developing business states celebrates the "grit and decision" of the American spirit.
The Budweiser industrial marks a go back to custom, after a disastrous social networks promotion for its Bud Light brand name in 2023 including transgender influencer, Dylan Mulvaney, triggered 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 likes the Clydesdales."
The go back to safe, familiar and sentimental ground represents a trend amongst some marketers 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 first time, OpenAI and Perplexity will seek to profit from the biggest televised occasion of the year, bringing synthetic intelligence into the homes of millions of 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 name because moment of fandom ... you need to provide imaginative that is resonant with that audience."
Super Bowl marketers are flashing major star power, with an estimated two-thirds of the commercials including 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 consists of a brief 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 Ultra beers. Eugene Levy, Ben Affleck, Matt Damon, Post Malone, Vin Diesel and wiki.vst.hs-furtwangen.de Kermit the Frog likewise appear in the 30-second areas.
OpenAI, the company behind ChatGPT, is expected to air its first commercial during 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 offers a $1 million prize for asking concerns during 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 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 individuals 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 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 fewer vehicle commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl advertisement, visualchemy.gallery in which star 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 newcomer venture capital-backed Liquid Death, the canned water brand name that purchased 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, illustrating an alien kidnapping.
"It ´ s off the scale on amusing, on curiosity," said Sean Muller, founder and president of TV marketing measurement company iSpot.TV. "People enjoy the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)
