The Super Bowl is coming up (13 February), and that means we’re going to start getting bombarded with short previews of the big-budget TV spots. (yes, commercials of the commercials) That will premiere in the most sought-after advertising space on US television. That means brands are turning to their biggest weapons: celebrity stars, nostalgia and virality.
The ad that Rakuten has line up fits all of those characteristics. The brand counts on Alicia Silverstone to stir up millennial nostalgia with a revival of her iconic Cher Horowitz character in Amy Heckerling’s 1995 film Clueless. Which she starred in: a hilarious adaptation of Jane Austen’s Emma in the context of a posh Beverly Hills high school.
Alicia Silverstone returns as Cher 28 years after ‘Out of the loop’.
It has been the actress herself who has share on her social networks. A small preview of the spot that will be released during the advertising break of the match in a few weeks. 28 years after Clueless, Cher returns to the classroom.
The day before, Alicia Silverstone had already published a video where you could see her character. A stylistic reference for a whole generation, repeating her most characteristic gesture with a piece of chewing gum in her mouth.
Alicia Silverstone returns as Cher 28 years after ‘Out of the loop’.
However, in all fairness, it should be remembered that Rakuten’s initiative is not the height of originality. Over the last few years, Alicia Silverstone herself has reclaimed Cher’s outfit on more than a few occasions to the delight and delight of her social media followers. As recently as 2021, she did so to mark her debut on TikTok.
Sin embargo, para ser justos, hay que recordar que la iniciativa de Rakuten no es el colmo de la originali. En los últimos años, la propia Alicia Silverstone ha recuperado el atuendo de Cher en no pocas ocasiones para deleite y regocijo de sus seguidores en las redes sociales. Sin ir más lejos, en 2021 lo hizo con motivo de su debut en TikTok.
In fairness, however, it should be remembered that Rakuten’s initiative is not the height of originality. In recent years, Alicia Silverstone herself has reclaimed Cher’s outfit on more than a few occasions to the delight and delight of her social media followers. As recently as 2021, she did so for her debut on TikTok.