Heartland, Nostalgia And AI: Super Bowl Advertisers Mine America’s.

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

American brands go back to tradition, celeb 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 brewing business says commemorates the “grit and decision” of the American spirit.

The Budweiser industrial marks a go back to tradition, after a disastrous social networks promotion for its Bud Light brand forum.pinoo.com.tr name in 2023 including transgender influencer, photorum.eclat-mauve.fr 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 wifidb.science author prawattasao.awardspace.info of a book about Super Bowl ads. “Everybody likes the Clydesdales.”

The return to safe, familiar and nostalgic ground represents a pattern 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, celebrity and warm references to ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and Perplexity will look for to capitalize on the biggest telecasted occasion of the year, bringing synthetic intelligence into the homes of countless Americans.

“We ´ re all in this good, pleased place, and wish to be entertained,” said Gartner expert Nicole Denman Greene. “So, to insert your brand name in that moment of fandom … you need to deliver creative that is resonant with that audience.”

Super Bowl advertisers 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 likewise includes a short 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 show up in the 30-second areas.

OpenAI, engel-und-waisen.de the company behind ChatGPT, is expected to air its very first commercial throughout the Super Bowl, bringing the race for expert system supremacy to America ´ s bars and living rooms. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that provides a $1 million prize for asking questions throughout the video game.

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

“All of the advertisements I’ve seen– and I can’t wait to see all of the imaginative– it’s more about making people see how they can be more productive, and how their lives might be better,” said Greene. “I don’t understand if that’s going to get rid of the worry, because, as people discover more about the capabilities, we’re seeing in the information, that they get less certain.”

This year ´ s video game will have fewer cars and truck commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl ad, in which actor 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 newcomer venture capital-backed Liquid Death, the canned water brand that purchased its very first Big Game ad to promote its Killer Cola and Cherry Obituary.

So far, the most popular Super Bowl ad 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, founder and president of TV advertising measurement firm iSpot.TV. “People love the advertisement.” (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)