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Super Bowl 2023 ad pageant: Beer is in, crypto is out

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The Super Bowl, this year between the Kansas City Chiefs and the Philadelphia Eagles, features top-dollar commercials
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After a starring role in last year’s Super Bowl broadcast, cryptocurrency firms are expected to sit out the 2023 game.

But the annual advertising extravaganza — a kind of competition among marketers that runs parallel to the American football championship — features an array of beer and car companies, along with other familiar brands like M&M’s candies, which has been teasing its spot since last month.

This year’s slate of commercials revives the cult hit “Breaking Bad,” whose cast reunites to pitch PopCorners chips, as well as a collaboration between General Motors and Netflix that shows an electric car navigating “Squid Games” and other settings from streaming hits.

The spots garner top dollar, typically $6 or $7 million for 30 seconds of air time. That’s roughly 10 times the cost of an ad during the 2022 World Cup match between the United States and Britain.

Last year’s game generated $578 million in advertising revenues for NBC, up $143.8 million from the prior year’s telecast, according to Kantar, a data analytics and brand consultancy.

This year’s game is being telecast by Fox Sports.

“It’s a lot of money for a media spot,” said Derek Rucker, a marketing professor at Northwestern University. But “where else can you get 100 million people to see an ad at the same time?”

The ads have become such as big component of the game in the United States that among “a massive number of people, you have consumers who actively watch and discuss the commercials” at gatherings, Rucker said.

– Keeping it light –

Held each year in the dead of winter, “Super Bowl Sunday” marks an occasion for families and friends to gather for several hours of competition, revelry and entertainment.

This year’s game will be between the Kansas City Chiefs and the Philadelphia Eagles. As always, the show includes A-list half-time entertainment, this time headlined by Rihanna.

Over-the-top ads are an old tradition and include such epochal spots as Ridley Scott’s minute-long commercial for Apple in 1984 announcing the Macintosh computer.

The spot, which features a female athlete smashing a screen showing a “Big Brother” figure, riffs on the famous novel by George Orwell, concluding with a vow that the computer’s arrival will show “why 1984 won’t be like ‘1984.’”

This year’s most anticipated commercial may be for M&M’s, which began tiptoeing into the US cultural wars a few weeks ago.

On January 24, M&M’s, which is owned by Mars, announced it was freezing a publicity drive featuring cartoon mascots of the colored candies after the campaign was criticized as “woke” by US conservatives because of stylistic changes, such as the introduction of a purple character, a color associated with the LGBTQ community. 

M&M’s announced an “indefinite pause” of the “spokescandies” and unveiled a new brand ambassador — the popular comedian Maya Rudolph — in a shift that was timed perfectly for grabbing public attention ahead of a splashy Super Bowl ad.

Andrew Frank, an analyst at Gartner, does not expect politically controversial ads this year, predicting brands will navigate carefully in a divided country where strident messages can backfire. 

“The antidote to backlash is humor, keeping it light,” Frank said. “I think they would like to deescalate all of the toxicity around culture wars and things like that.”

– Beer bash –

Last year’s game featured several prominent spots on the emerging cryptocurrency market, led by the then-titan FTX and its founder Samuel Bankman-Fried.

Since then, FTX has collapsed and Bankman-Fried has been indicted for fraud.

The fall of FTX and Bankman-Fried has created “an appropriate time for them to take a pause,” Frank said.

Countering that loss of advertising, broadcaster Fox can count on revenues from a wider range of beer companies following the expiration of a longstanding exclusivity deal with Anheuser-Busch, the owner of the Budweiser brand.

Frank expects most spots will go after “leisure spending with lighthearted messages of escapist entertainment,” he said. 

The aim is to “impart a sense that everything is okay and that you don’t need to be so frugal about your discretionary spending.”

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In Brazil, hopes to use AI to save wildlife from roadkill fate

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Some 475 million vertebrate animals die on Brazilian roads every year
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In Brazil, where about 16 wild animals become roadkill every second, a computer scientist has come up with a futuristic solution to this everyday problem: using AI to alert drivers to their presence.

Direct strikes on the vast South American country’s extensive road network are the top threat to numerous species, forced to live in ever-closer proximity with humans.

According to the Brazilian Center for Road Ecology (CBEE), some 475 million vertebrate animals die on the road every year — mostly smaller species such as capybaras, armadillos and possums.

“It is the biggest direct impact on wildlife today in Brazil,” CBEE coordinator Alex Bager told AFP.

Shocked by the carnage in the world’s most biodiverse country, computer science student Gabriel Souto Ferrante sprung into action.

The 25-year-old started by identifying the five medium- and large-sized species most likely to fall victim to traffic accidents: the puma, the giant anteater, the tapir, the maned wolf and the jaguarundi, a type of wild cat.

Souto, who is pursuing a master’s degree at the University of Sao Paulo (USP), then created a database with thousands of images of these animals, and trained an AI model to recognize them in real time.

Numerous tests followed, and were successful, according to the results of his efforts recently published in the journal Scientific Reports.

Souto collaborated with the USP Institute of Mathematical and Computer Sciences.

For the project to become a reality, Souto said scientists would need “support from the companies that manage the roads,” including access to traffic cameras and “edge computing” devices — hardware that can relay a real-time warning to drivers like some navigation apps do.

There would also need to be input from the road concession companies, “to remove the animal or capture it,” he told AFP.

It is hoped the technology, by reducing wildlife strikes, will also save human lives.

– ‘More roads, more vehicles’- 

Bager said a variety of other strategies to stop the bloodshed on Brazilian roads have failed.

Signage warning drivers to be on the lookout for crossing animals have little influence, he told AFP, leading to a mere three-percent reduction in speed on average.

There are also so-called fauna bridges and tunnels meant to get animals safely from one side of the road to the other, and fences to keep them in — all insufficient to deal with the scope of the problem, according to Bager.

In 2014, he created an app called Urubu with other ecologists, to which thousands of users contributed information, allowing for the identification of roadkill hotspots.

The project helped to create public awareness and even inspired a bill on safe animal crossing and circulation, which is awaiting a vote in Congress. 

A lack of money saw the app being shut down last year, but Bager is intent on having it reactivated.

“We have more and more roads, more vehicles and a number of roadkill animals that likely continues to grow,” he said.

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Honda to build major EV plant in Canada: govt source

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Honda hopes to sell only zero-emission vehicles by 2040, with a goal of going carbon-neutral in its own operations by 2050
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Japanese auto giant Honda will open an electric vehicle plant in eastern Canada, a Canadian government source familiar with the multibillion-dollar project told AFP on Monday.

The federal government as well as the province of Ontario, where the plant will be built, will both provide some financial incentives for the deal, according to the source, who spoke on condition of anonymity.

The official announcement is due Thursday, though Ontario premier Doug Ford hinted at the deal on Monday.

“This week, we’ve landed a new deal. It will be the largest deal in Canadian history. It’ll be double the size of Volkswagen,” he said, referring to a battery plant announced last year, for which the German automaker pledged Can$7 billion (US$5 billion) in investment.

Canada in recent years has been positioning itself as an attractive destination for electric vehicle investment, touting tax incentives, renewable energy access and its rare mineral deposits.

The Honda plant, to be built an hour outside Toronto, in Alliston, will also produce electric-vehicle batteries, joining existing Volkswagen and Stellantis battery plants.

In January, when news of the deal first bubbled up in the Japanese press, the Nikkei newspaper estimated it would be worth Can$14 billion — numbers backed up by Canadian officials recently.

In the federal budget announced last week, Prime Minister Justin Trudeau’s government introduced a new business tax credit, granting companies a 10 percent rebate on construction costs for new buildings used in key segments of the electric vehicle supply chain.

Canada’s strategy follows that of the neighboring United States, whose Inflation Reduction Act has provided a host of incentives for green industry.

Honda hopes to sell only zero-emission vehicles by 2040, with a goal of going carbon-neutral in its own operations by 2050.

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Denmark launches its biggest offshore wind farm tender

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Denmark's offshore wind parks currently generate 2.7 gigawatts of electricity
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The Danish Energy Agency on Monday launched its biggest tender for the construction of offshore wind farms, aimed at producing six gigawatts by 2030 — more than double Denmark’s current capacity.

Offshore wind is one of the major sources of green energy that Europe is counting on to decarbonise electricity production and reach its 2050 target of net zero carbon production, but it remains far off the pace needed to hit its targets.

Denmark’s offshore wind parks currently generate 2.7 gigawatts of electricity, with another one GW due in 2027.

The tender covers six sites in four zones in Danish waters: North Sea I, Kattegat, Kriegers Flak II and Hesselo.

“We are pleased that we can now offer the largest offshore wind tender in Denmark to date. This is a massive investment in the green transition,”  Kristoffer Bottzauw, head of the Danish Energy Agency, said in a statement.

Investment in offshore wind plummeted in Europe in 2022 due to supply chain problems, high interest rates and a jump in prices of raw materials, before bouncing back in 2023.

A record 4.2 gigawatts was installed in Europe last year, when a record 30 billion euros in new projects were approved, the trade association WindEurope said in January.

It said it was optimistic about the future of offshore wind in Europe, expecting new offshore wind capacity of around five gigawatts per year for the next three years.

However, it noted that that was still far short of what is needed if Europe wants to hit its 2030 target of 111 gigawatts of offshore wind installed capacity, with less than 20 gigawatts installed at the end of 2023.

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