By Dawn Chmielewski (Reuters) – Anheuser-Busch InBev is reintroducing its beloved Clydesdales for a Super Bowl advertisement that the brewing company describes as a tribute to the “resilience and determination” of the American spirit. The Budweiser commercial signifies a return to traditional storytelling following a controversial social media campaign for Bud Light in 2023 featuring influencer Dylan Mulvaney, which faced backlash and calls for a boycott. “This year, Budweiser is opting for a safer approach,” noted Charles R. Taylor, a marketing expert and author at Villanova’s School of Business who specializes in Super Bowl ads. “The Clydesdales have universal appeal.” This shift back to familiar and nostalgic themes echoes a broader trend among advertisers for the upcoming Super Bowl LIX, featuring a showdown between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Advertisers are anticipated to rely on humor, star power, and sentimental nods to America’s heartland, mirroring the current cultural climate. For the first time, OpenAI and Perplexity will leverage the massive audience of the year’s most-watched televised event, introducing artificial intelligence into millions of households. “During this moment of excitement and joy, viewers seek entertainment,” explained Gartner analyst Nicole Denman Greene. “To effectively engage with this audience, brands must deliver content that resonates.” This year’s Super Bowl ads are packed with celebrities, with approximately two-thirds of commercials featuring famous faces. Meg Ryan and Billy Crystal recreate their iconic deli scene from the 1989 film “When Harry Met Sally” in a commercial for Hellmann’s mayonnaise, which also includes a cameo from “Euphoria’s” Sydney Sweeney. Willem Dafoe and Catherine O’Hara team up on the pickleball court to outsmart rivals for Michelob Ultra beers. Other stars like Eugene Levy, Ben Affleck, Matt Damon, Post Malone, Vin Diesel, and Kermit the Frog are set to make appearances in 30-second spots. OpenAI, known for ChatGPT, is poised to air its debut Super Bowl commercial, bringing the competition for AI dominance to American viewers. Concurrently, Perplexity AI is holding a Super Bowl sweepstakes with a $1 million reward for asking questions during the game. Greene highlighted that AI firms are capitalizing on the Super Bowl’s broad viewership to alleviate consumer concerns about rapidly advancing technology. “The emphasis in these ads is on showcasing how individuals can enhance productivity and improve their lives,” Greene remarked. “However, as people become more knowledgeable about AI capabilities, uncertainties may diminish.” This year’s game will feature fewer car commercials compared to past editions. Stellantis is the sole automaker to announce a Super Bowl ad, starring actor Glen Powell in a comical twist on the classic “Goldilocks and the Three Bears” tale. Beer
Richard, the founder and chief executive of iSpot.TV, a TV advertising measurement firm, expressed, “People are really loving the advertisement.” Reporting from Dawn Chmielewski in Los Angeles; edited by Ken Li and Diane Craft.
