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By Audrey Kemp, LA Reporter

February 6, 2023 | 3 min read

Joined by co-star Elisa Donovan, 90s it girl Alicia Silverstone revives her iconic Clueless character for Rakuten’s Super Bowl LVII campaign.

E-commerce company Rakuten has today released its Super Bowl LVII spot starring Alicia Silverstone: ‘Not so clueless’.

In the 60-second spot, 46-year-old Silverstone miraculously embodies her character, Cher, in the 1995 cult classic, Clueless. Clad in her plaid yellow skirt suit, Cher embarks on a class debate with Amber, played by Elisa Donovan, about economics and how Rakuten’s deals enable her to do more of her favorite pastime: shopping. While making her case, she even brings back her most iconic catchphrase: “As if.”

According to the brand, the ad is meant to not only connect with consumers on a nostalgic level but also on an economic one, by demonstrating how the site can help them save as economic uncertainties loom.

“Our creative vision was to develop a breakthrough idea that would cement Rakuten as the destination where you can save on all your favorite brands,” says Vicki McRae, senior vice-president of brand, creative and communications at Rakuten.

“We also wanted to use this important cultural moment to speak to an audience that isn’t your traditional Super Bowl fan. Focused on connecting with this millennial woman, we felt strongly that Clueless was the perfect IP to telegraph our savings message and resonate with this incredibly important audience.”

Rakuten’s game-day spot is slated to air during the first quarter of the big game on February 12. Like the brand‘s previous Super Bowl LVI ad, it was ideated and developed by the brand’s in-house creative team.


CMO: Dana Marineau

SVP, brand, creative and communications: Vicki McRae

Group creative director: Tom Coates

Group creative director: Kristin Graham

CD copywriter: Luke Zehner

Senior art director: Darnell Watts

Senior director of integrated production: Vera Kacurova

Integrated producer: Jenna Van Deventer

Senior director of brand strategy: Chris Cummings

Sr. director of creative strategy: Lindsay Grant

Sr. manager of creative strategy: Sara Simonetti

Sarah Rudy – Director Creative Operations

Copywriter: Mary Unger

Copywriter: Katie Brinkworth

Art Director: Andy Dao

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