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 return to tradition, celebrity and library.kemu.ac.ke 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 brewing company states celebrates the "grit and decision" of the American spirit.
The Budweiser business marks a go back to custom, after a devastating social media promotion for its Bud Light brand in 2023 featuring transgender influencer, Dylan Mulvaney, sparked calls for a boycott.
"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, annunciogratis.net a marketing teacher at Villanova ´ s School of Business and author of a book about Super Bowl ads. "Everybody likes the Clydesdales."
The go back 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 anticipated to lean on humor, celebrity and warm recommendations to America ´ s heartland, reflective of the cultural zeitgeist.
For the very first time, OpenAI and Perplexity will seek to capitalize on the biggest telecasted occasion of the year, bringing synthetic intelligence into the homes of millions of Americans.
"We ´ re all in this good, delighted place, and wish to be entertained," said Gartner expert Nicole Denman Greene. "So, to insert your brand name in that minute of fandom ... you have to deliver innovative 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 well-known deli scene from the 1989 romantic funny "When Harry Met Sally," in an industrial 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 challengers out of their Michelob Ultra beers. Eugene Levy, Ben Affleck, systemcheck-wiki.de Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also appear in the 30-second areas.
OpenAI, the company behind ChatGPT, is anticipated to air its very first commercial during the Super Bowl, bringing the race for synthetic 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 during the game.
Greene said AI business are taking on the Super Bowl ´ s reach to attend to 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 people see how they can be more efficient, and how their lives could be better," said Greene. "I do not know 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 game will have less cars and truck commercials than in previous years. is the only car manufacturer to announce a Super Bowl ad, in which star 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 newbie venture capital-backed Liquid Death, the canned water brand trademarketclassifieds.com that purchased 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 abduction.
"It ´ s off the scale on amusing, on curiosity," said Sean Muller, founder and president of TV advertising measurement firm iSpot.TV. "People like the advertisement." (Reporting by Dawn Chmielewski in Los Angeles; modifying by Ken Li and Diane Craft)