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Superbowl ads swap politics for Taylor Swift and AI

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Fans can expect celebrities and more lighthearted commercials, along with glimpses of Taylor Swift, during the Super Bowl on Sunday.

It’s a sign that corporate advertisers are avoiding the recent practice of using the big game to promote social causes.

While high-priced Super Bowl commercials often play for laughs in trying to make an impression, the flashy productions can also reflect the national mood.

Brands that previously took stands on issues such as diversity and climate change, are acknowledging that anything seen as political while attempting to market products to all consumers can be “treacherous to navigate,” said Kim Whitler, a professor at University of Virginia’s Darden School of Business and a former marketing executive at Procter & Gamble (PG.N).
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“The pendulum swings. First, it was ‘we don’t do enough,’ and now it’s swinging back,” she said.

Encountering xenophobia

Budweiser in 2017 used the Super Bowl to depict Anheuser-Busch’s (ABI.BR)founder making the journey from Germany to America in 1857, encountering xenophobia and discrimination along the way.

This year, it will bring back the iconic Clydesdale horses to its Super Bowl commercial, while related brands like Michelob Ultra will have a lighthearted ad featuring soccer superstar Lionel Messi.

For brands that want to appeal to a younger demographic during the NFL championship clash between the San Francisco 49ers and Kansas City Chiefs, the romance between Swift and Chiefs tight end Travis Kelce, which has dominated social media, could provide inspiration, said Charles R. Taylor, professor of marketing at Villanova University School of Business.

Despite some griping over attention paid to Swift during games she has attended this season, the pop megastar’s appeal has benefited the league and could do the same for brands shelling out millions for a Super Bowl commercial, Taylor said.

The price of a 30-second spot on CBS sold for around $7 million, according to a source familiar with the ad sales, about the same as last year.

Increased viewership

“It’s definitely been good for the NFL. (Swift has) flat out increased viewership,” Taylor said.

One trend emerging in commercials and teaser videos released before the game is ensemble celebrity casts.

Bud Light will introduce the Bud Light Genie, who grants a group of friends wishes that turn a night watching football into a jam-packed adventure.

With the genie’s help, the friends magically appear at rapper Post Malone’s concert, then at an Ultimate Fighting Championship match with UFC President Dana White, and become best friends with Hall of Fame quarterback Peyton Manning.

The beer brand’s return to raucous humor comes after it endured a damaging conservative boycott for featuring a transgender social media influencer in one of its ads.

“We’re leaning a little bit harder into the humor this year,” said Todd Allen, senior vice president of marketing for Bud Light.

Google (GOOGL.O) will strike a heartwarming tone while promoting its prowess in artificial intelligence (AI), a hot topic in the tech industry.

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Trump’s tariffs threaten Australia’s pharmaceutical industry prices

Trump’s tariffs may jeopardise Australia’s $1.1 billion pharmaceutical exports, risking essential medicine prices and healthcare quality.

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Trump’s tariffs may jeopardise Australia’s $1.1 billion pharmaceutical exports, risking essential medicine prices and healthcare quality.

In Short

Trump’s tariffs on steel and aluminium raise fears they could increase medicine prices in Australia, threatening its $1.1 billion pharmaceutical export industry. Prime Minister Albanese criticises the tariffs as unjustified but has ruled out retaliation, while industry experts warn against using health policies as trading leverage.

Fears have emerged that President Trump’s tariffs could adversely affect Australia’s pharmaceutical export industry, potentially raising medicine prices.

The Trump administration recently announced 25 per cent tariffs on steel and aluminium imports, sparking concern that Australia’s pharmaceutical exports, valued at approximately $1.1 billion in 2024, could face similar tariffs.

Prime Minister Anthony Albanese condemned the US tariff actions as unjustified and detrimental, indicating he would not retaliate with similar measures.

The pharmaceutical industry is a significant part of Australia’s economy and is critical to the $18 billion federal scheme that reduces essential medicine costs.

The US aims to protect its declining steel industry amidst increasing competition from Asia, particularly Canada, Brazil, and the EU.

US companies claim that Australia’s medicine pricing policies affect their earnings, raising concerns that they might push to reconsider the Pharmaceutical Benefits Scheme (PBS).

The PBS was instrumental in lowering the costs of 930 medications last year.

The Trump administration previously blamed the high costs of US medicines partly on foreign nations benefitting from US investment without contributing fairly.

Calls have been made for the Australian government to maintain a strong stance against US influence over its domestic health policies.

Albanese has ruled out retaliatory tariffs, highlighting the negative impact of trade wars on consumers.

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Economic anxiety leads to consumer spending cuts

Economic fears escalate as consumers and businesses cut spending, reflecting rising anxiety over inflation and potential recession.

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Economic fears escalate as consumers and businesses cut spending, reflecting rising anxiety over inflation and potential recession.

In Short

Consumer and business sentiment is declining due to economic uncertainty, leading many to cut back on spending. This shift is affecting both individual households and small businesses, causing widespread anxiety and caution in financial decisions.

Consumer and business sentiment is decreasing amid economic uncertainty, prompting many to cut back on expenses.

Discussions about economic issues, including layoffs and inflation, have increased, leading to reductions in discretionary spending. Research shows significant declines in consumer sentiment, with the University of Michigan reporting an 11% drop in March.

Many consumers are scaling back on non-essential purchases, evidenced by major airlines like Delta reducing their revenue forecasts. Walmart’s CEO remarked on observable consumer stress due to budgeting pressures.

Small business

Small businesses are also feeling the impact, with many reporting decreased sales and customer visits. Owners are experiencing heightened uncertainty, leading to precautionary measures.

Suresh Mallikaarjun, a retiree in Washington D.C., noted significant caution in his financial decisions, influenced by market volatility. Anecdotes of anxiety among consumers highlight the pervasive worry affecting spending behaviour.

As consumers tighten their budgets, the broader economic consequences could create a cycle of reduced growth, demonstrating the essential role of consumer confidence in economic performance.

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Aussie rookies show promise in Melbourne F1

Aussie rookies shine in wet race previews as reigning champion Verstappen struggles in 2025 F1 season opener.

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Aussie rookies shine in wet race previews as reigning champion Verstappen struggles in 2025 F1 season opener.

In Short

The 2025 Formula 1 season began with strong performances from Australian drivers, particularly Oscar Piastri, while reigning champion Max Verstappen struggled. Rain is expected on race day, intensifying the competitive midfield as teams prepare for potential challenges.

The 2025 Formula 1 season kicked off with promising performances from Australian drivers, but reigning champion Max Verstappen struggled. In second practice, Oscar Piastri finished second, ahead of teammate Lando Norris but behind Charles Leclerc from Ferrari.

Rain is expected on race day, and teams are challenged by contrasting qualifying conditions. Norris had the fastest time in FP1 but shifted to a more downforce-heavy setup for FP2 to prepare for the wet conditions.

Rookie Jack Doohan showed potential by outperforming veteran teammate Pierre Gasly in both practice sessions. Other drivers like Yuki Tsunoda and Isack Hadjar also made strong showings, while Carlos Sainz and Alex Albon showed promise for Williams.

Verstappen finished seventh in FP2, just ahead of Nico Hulkenberg and expressed the need for improvement. His new teammate Liam Lawson acknowledged the slow pace during their runs.

In Mercedes, George Russell reported similar issues with soft tires. Lewis Hamilton, now with Ferrari, is still adjusting to his new car, lagging behind Leclerc.

As the weekend progresses, the Australian fans hope for a strong showing from Piastri, viewed as a potential podium contender. The competitive nature of the midfield was evident, with several teams showcasing the possibility of breaking into the top ranks. Practice 3 and qualifying are set to occur before the race, with significant implications for the teams.

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