In a nostalgic return to tradition, Busch InBev is bringing back its iconic Clydesdales for a Super Bowl ad that celebrates the “grit and determination” of the American spirit. This year’s Budweiser commercial signals a shift towards familiar and reassuring themes in advertising, especially following the backlash from a controversial social media promotion involving its Bud Light brand.

The ill-fated promotion with transgender influencer Dylan Mulvaney in 2023 sparked significant controversy and calls for a boycott, prompting the company to take a more conservative approach this time around. “We’re definitely seeing Budweiser play it safe this year,” said Charles R. Taylor, a marketing professor at Villanova’s School of Business. “Everybody loves the Clydesdales.”

This decision reflects a broader trend among some advertisers during the Super Bowl LIX, which features a rematch between the Philadelphia Eagles and the Kansas City Chiefs in New Orleans. Brands are expected to lean heavily on humor, celebrity appearances, and warm references to America’s heartland, aligning with the current cultural zeitgeist.

In a first for the event, artificial intelligence companies such as OpenAI and Perplexity are aiming to capitalize on the Super Bowl viewership, introducing AI technology into the homes of millions. This move represents a significant intersection of entertainment and emerging technology.

Gartner analyst Nicole Denman Greene discussed the advertising landscape for this year, stating, “We’re all in this good, happy place, and want to be entertained. To insert your brand in that moment of fandom, you have to deliver creative that resonates with that audience.”

Star power is set to dominate the Super Bowl with approximately two-thirds of the commercials featuring celebrities. Audiences will see Meg Ryan and Billy Crystal reenacting their famous deli scene from the 1989 romantic comedy “When Harry Met Sally,” in a commercial for Hellmann’s mayonnaise, which also features “Euphoria’s” Sydney Sweeney.

Additionally, Willem Dafoe and Catherine O’Hara showcase their skills on the pickleball court, hoping to outmaneuver opponents for their Michelob Ultra beers. Other notable appearances in the ads include Eugene Levy, Ben Affleck, Matt Damon, Post Malone, Vin Diesel, and Kermit the Frog.

OpenAI, the company behind ChatGPT, is also entering the Super Bowl fray with its first commercial, directly bringing the race for AI supremacy into America’s living rooms. Meanwhile, Perplexity AI is hosting a Super Bowl sweepstakes that offers a $1 million prize for engaging with questions during the game.

Greene noted that these AI companies are strategically leveraging the Super Bowl’s vast audience to address consumer anxieties regarding fast-evolving technology. “All of the ads I’ve seen — and I can’t wait to see all of the creative — it’s more about making people see how they can be more productive, and how their lives could be better,” Greene explained.

However, she acknowledged that this messaging may not entirely alleviate consumers’ fears, as they continue to grapple with the complexities of AI capabilities.

This year’s Super Bowl is also noted for a significant reduction in car commercials compared to previous years. Stellantis is currently the only automaker to announce a Super Bowl advertisement, featuring actor Glen Powell in a humorously macho retelling of the classic “Goldilocks and the Three Bears” fairy tale.

The return of beer and snack advertisements is also on the agenda, with newer entrants like Liquid Death, a venture capital-backed canned water brand that is making its debut by promoting its Killer Cola and Cherry Obituary during the Big Game.

As the Super Bowl approaches, the winner of Doritos’ “Crash the Super Bowl” contest, which features a humorous alien abduction theme, has emerged as one of the most popular ads thus far. “It’s off the scale on funny, on curiosity,” said Sean Muller, founder and CEO of the advertising measurement firm iSpot.TV. “People love the ad.”

In conclusion, this year’s Super Bowl LIX showcases a blend of nostalgia, humor, and emerging technology, reflecting not only a shift in advertising strategies but also providing a cultural touchstone for the audiences tuning into America’s biggest televised event.