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

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

American brands 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 reviving its renowned workhorse Clydesdales for a Super Bowl advertisement that the brewing company says celebrates the “grit and determination” of the American spirit.

The Budweiser commercial marks a return to custom, after a devastating social media promotion for its Bud Light brand name in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated require a boycott.

“We ´ re certainly seeing Budweiser play it safe this year,” said . Taylor, a marketing professor at Villanova ´ s School of Business and author of a book about Super Bowl ads. “Everybody likes the Clydesdales.”

The return to safe, familiar and nostalgic ground represents a trend 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 anticipated to lean on humor, celebrity and warm references to America ´ s heartland, reflective of the cultural zeitgeist.

For the very first time, OpenAI and Perplexity will seek to profit from the greatest telecasted event 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 in that moment of fandom … you need to deliver imaginative that is resonant with that audience.”

Super Bowl marketers are flashing severe star power, with an estimated two-thirds of the commercials including celebrities.

Meg Ryan and Billy Crystal reenact their famous deli scene from the 1989 romantic funny “When Harry Met Sally,” in a commercial for Hellmann ´ s mayonnaise that also consists of a brief appearance 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 likewise appear in the 30-second areas.

OpenAI, the company behind ChatGPT, ratemywifey.com is expected 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 throughout the video game.

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

“All of the advertisements I have actually seen– and I can’t wait to see all of the creative– it’s more about making individuals see how they can be more productive, and how their lives might be much better,” said Greene. “I don’t understand if that’s going to get rid of the worry, because, as people find out more about the abilities, 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 car manufacturer to announce a Super Bowl ad, 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 bought its very first Big Game advertisement to promote its Killer Cola and Cherry Obituary.

So far, the most popular Super Bowl advertisement is the winner of Doritos ´ “Crash the Super Bowl” contest, depicting an alien abduction.

“It ´ s off the scale on funny, on curiosity,” said Sean Muller, founder and primary executive of TV marketing measurement firm iSpot.TV. “People enjoy the advertisement.” (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)