Super Bowl Ads Bring Back the ’80s and ’90s With Serena Williams and More

In another plaid-forward throwback, Alicia Silverstone, who starred in the role of Cher Horowitz in the 1995 romantic comedy “Clueless,” wore her character’s iconic yellow suit look for Rakuten, the Japanese e-commerce giant.

“We’re tapping into that ’90s nostalgia to educate consumers about how they can shop smarter and save with Rakuten through Cher’s familiar beloved voice,” said Dana Marineau, the chief marketing officer of Rakuten. She added that the ad was geared toward millennial women.

An ad for the workplace software company Workday, a newcomer this year, features old-school rockers including Joan Jett and Ozzy Osbourne (as well as the contemporary artist Gary Clark Jr.). Jokes about corporate “rock stars” ensue.

“People have a really emotional connection to the music they listen to growing up,” said Pete Schlampp, the brand’s chief marketing and strategy officer. Workday’s buyers are “commonly from a more senior generation,” he said, adding that the ad aims to appeal to all ages.

“I tested early versions of this ad on my 15-year-old daughter and 12-year-old son,” Mr. Schlampp said. “They were laughing, and they knew who these people were.”

Article source: https://www.nytimes.com/2023/02/12/business/media/super-bowl-commercials-serena-williams-alicia-silverstone.html