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, celebrity and cheer

OpenAI and Perplexity capitalize on 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 ad that the developing company says celebrates the „grit and determination“ of the American spirit.

The Budweiser business marks a return to tradition, after a dreadful social media promotion for its Bud Light brand in 2023 featuring transgender influencer, Dylan Mulvaney, sparked require 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 likes the Clydesdales.“

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

For the first time, OpenAI and Perplexity will seek to take advantage of the most significant televised event of the year, bringing synthetic intelligence into the homes of millions of Americans.

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

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

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic funny „When Harry Met Sally,“ in a business for Hellmann ´ s mayonnaise that also consists of a short appearance 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, wiki.snooze-hotelsoftware.de Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog likewise appear in the 30-second areas.

OpenAI, the business 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 spaces. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million reward for asking concerns throughout the video game.

Greene said AI companies are seizing on the Super Bowl ´ s reach to deal with customer 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 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 do not know if that’s going to eliminate the fear, because, as people discover more about the capabilities, we’re seeing in the data, that they get less certain.“

This year ´ s game will have less automobile commercials than in previous years. Stellantis is the only automaker to reveal a Super Bowl ad, in which 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 newcomer venture capital-backed Liquid Death, the canned water brand that bought its very first Big Game ad 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, portraying an alien kidnapping.

„It ´ s off the scale on amusing, on interest,“ said Sean Muller, creator and president of TV advertising measurement company iSpot.TV. „People like the advertisement.“ (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)