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 return to custom, celebrity and cheer


OpenAI and Perplexity take advantage of 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 the "grit and decision" of the American spirit.


The Budweiser industrial marks a return to tradition, online-learning-initiative.org after a disastrous social media promotion for its Bud Light brand in 2023 including transgender influencer, Dylan Mulvaney, triggered 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 author annunciogratis.net of a book about Super Bowl ads. "Everybody loves the Clydesdales."


The return to safe, familiar and sentimental ground represents a trend 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 anticipated to lean on humor, celebrity 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 telecasted occasion of the year, bringing artificial intelligence into the homes of millions of Americans.


"We ´ re all in this excellent, delighted location, and desire to be entertained," said Gartner analyst Nicole Denman Greene. "So, to insert your brand name in that minute of fandom ... you need to deliver innovative that is resonant with that audience."


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


Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic comedy "When Harry Met Sally," in a commercial 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 opponents out of their Michelob Ultra beers. Eugene Levy, utahsyardsale.com Ben Affleck, Matt Damon, wiki.vst.hs-furtwangen.de Post Malone, Vin Diesel and Kermit the Frog likewise appear in the 30-second spots.


OpenAI, visualchemy.gallery the company behind ChatGPT, is expected to air its first commercial during the Super Bowl, bringing the race for artificial intelligence 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 seizing on the Super Bowl ´ s reach to address customer stress and anxiety about the fast-evolving innovation.


"All of the ads I have actually seen-- and I can't wait to see all of the imaginative-- it's more about making people see how they can be more efficient, and how their lives could be better," said Greene. "I don't understand if that's going to eliminate the worry, because, as people discover more about the abilities, we're seeing in the data, that they get less certain."


This year ´ s video game will have fewer vehicle commercials than in previous years. Stellantis is the only car manufacturer to reveal 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 that bought its very first Big Game ad to promote its Killer Cola and Cherry Obituary.


Up until now, the most popular Super Bowl ad is the winner of Doritos ´ "Crash the Super Bowl" contest, illustrating an alien abduction.


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