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 custom, 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 iconic workhorse Clydesdales for a Super Bowl ad that the developing company states commemorates the „grit and decision“ of the American spirit.

The Budweiser industrial marks a return to custom, oke.zone after a disastrous social networks promo for its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, triggered require 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 loves the Clydesdales.“

The go back to safe, familiar and classic ground represents a pattern among some advertisers 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 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 expert system into the homes of countless Americans.

„We ´ re all in this excellent, happy location, and desire to be entertained,“ said Gartner expert Nicole Denman Greene. „So, to place your brand because minute of fandom … you have to deliver creative that is resonant with that audience.“

Super Bowl advertisers are flashing serious star power, with an estimated two-thirds of the stars.

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic funny „When Harry Met Sally,“ in a commercial for Hellmann ´ s mayonnaise that likewise consists of 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 spots.

OpenAI, the business behind ChatGPT, is expected to air its 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 reward for asking questions throughout the game.

Greene said AI companies are taking on the Super Bowl ´ s reach to attend to 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 individuals see how they can be more productive, and how their lives could be better,“ said Greene. „I do not know if that’s going to eliminate the worry, because, as people find out more about the capabilities, we’re seeing in the data, that they get less certain.“

This year ´ s game will have fewer car commercials than in previous years. Stellantis is the only automaker 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 snacks return. They will share screen time with newcomer endeavor capital-backed Liquid Death, ratemywifey.com the canned water brand that bought its 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, founder and president of TV marketing measurement company iSpot.TV. „People like the ad.“ (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)