Advertisers pay up to $8 million for a 30-second Super Bowl spot
American brands go back to tradition, star and cheer
OpenAI and Perplexity profit from the Super Bowl to promote AI
By Dawn Chmielewski
Feb 9 (Reuters) - Anheuser-Busch InBev is restoring its iconic workhorse Clydesdales for links.gtanet.com.br a Super Bowl that the brewing company states commemorates the "grit and decision" of the American spirit.
The Budweiser commercial marks a return to custom, after a dreadful social media promotion for its Bud Light brand 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 professor at Villanova ´ s School of Business and author of a book about Super Bowl advertisements. "Everybody enjoys the Clydesdales."
The return to safe, familiar and sentimental ground represents a pattern among some marketers for wiki.philo.at 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 seek to take advantage of the greatest televised event of the year, bringing synthetic intelligence into the homes of millions of Americans.
"We ´ re all in this great, happy place, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand name in that minute of fandom ... you need to provide innovative that is resonant with that audience."
Super Bowl marketers are flashing serious star power, with an approximated two-thirds of the commercials featuring celebrities.
Meg Ryan and Billy Crystal reenact their popular deli scene from the 1989 romantic funny "When Harry Met Sally," in an industrial for Hellmann ´ s mayonnaise that likewise 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 Kermit the Frog also appear in the 30-second areas.
OpenAI, the company behind ChatGPT, is anticipated to air its first commercial during the Super Bowl, bringing the race for expert system 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 questions during the game.
Greene said AI business are seizing on the Super Bowl ´ s reach to resolve consumer anxiety about the fast-evolving technology.
"All of the advertisements I've seen-- and I can't wait to see all of the innovative-- it's more about making individuals see how they can be more productive, and how their lives could be much better," said Greene. "I don't know if that's going to get rid of the fear, because, as people discover more about the abilities, we're seeing in the information, that they get less certain."
This year ´ s video game will have fewer automobile commercials than in previous years. Stellantis is the only car manufacturer 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 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.
Up until now, the most popular Super Bowl advertisement is the winner of Doritos ´ "Crash the Super Bowl" contest, portraying an alien kidnapping.
"It ´ s off the scale on funny, on curiosity," said Sean Muller, creator and president of TV marketing measurement company iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles
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Heartland, Nostalgia And AI: Super Bowl Advertisers Mine America's.
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