GitLab

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

American brand names return to custom, star 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 developing business says celebrates the "grit and decision" of the American spirit.

The Budweiser commercial marks a return to tradition, larsaluarna.se after a disastrous social media promo for its Bud Light brand photorum.eclat-mauve.fr in 2023 featuring transgender influencer, Dylan Mulvaney, triggered calls for a boycott.

"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, links.gtanet.com.br a marketing teacher at Villanova ´ s School of Business and author of a book about Super Bowl ads. "Everybody enjoys the Clydesdales."

The go back to safe, familiar and classic 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 anticipated to lean on humor, celebrity and warm references to America ´ s heartland, reflective of the cultural zeitgeist.

For akropolistravel.com the very first time, OpenAI and Perplexity will look for to profit from the most significant televised event of the year, bringing artificial intelligence into the homes of millions of Americans.

"We ´ re all in this great, delighted place, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand because moment of fandom ... you have to provide creative that is resonant with that audience."

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

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 likewise consists of a quick 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, Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also appear in the 30-second spots.

OpenAI, the company behind ChatGPT, is expected to air its very 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 provides a $1 million reward for asking concerns throughout the video 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 ads I've seen-- and I can't wait to see all of the creative-- it's more about making individuals see how they can be more efficient, and how their lives could be much better," said Greene. "I do not know if that's going to get rid of the worry, because, as individuals discover more about the abilities, we're seeing in the data, that they get less certain."

This year ´ s game will have fewer vehicle commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl advertisement, in which actor 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 newcomer endeavor capital-backed Liquid Death, the canned water brand name that bought its first Big Game advertisement to promote its Killer Cola and Cherry Obituary.

Up until now, wiki.rolandradio.net 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 interest," said Sean Muller, founder and primary executive of TV advertising measurement firm iSpot.TV. "People enjoy the ad." (Reporting by Dawn Chmielewski in Los Angeles; by Ken Li and Diane Craft)