Rakuten has unveiled its 2023 Big Game campaign, ‘Not So Clueless’, featuring actress Alicia Silverstone reprising the iconic Cher Horowitz role from the classic film, Clueless.
Bringing one of the most beloved ’90s characters back to life, the 30-second spot from Rakuten’s campaign will air during the first quarter of the Big Game on Sunday, February 12th.
For the campaign, Rakuten engaged award-winning CFDA designer Christian Siriano to re-imagine Cher’s iconic yellow plaid suit, as well as three additional Clueless-inspired looks to be debuted on another meaningful stage: his show at New York Fashion Week: The Shows on Thursday, February 9.
The campaign taps into nostalgia for 1990s pop culture including a reunion between Clueless castmates Silverstone and Elisa Donovan. Donovan reprises her original role as frenemy Amber for a reimagination of the classic film’s famous debate class scene where Cher tackles the topic “why everyone should shop Rakuten for the greatest savings.”
The Big Game spot directed by Furlined’s Will Speck opens with Cher and Amber debating whether “fiscally responsible shopping” is an oxymoron. Cher ultimately wins the war of words with debate points highlighting the ease of earning Cash Back when shopping with Rakuten.
Other well-known settings from the film appear throughout the spot with a 2023 twist; the mansion where Cher lived with her father features a technologically-advanced closet system, and Cher’s vehicle of choice is now an electric Jeep. Fans will also be pleased to see Cher back in her element shopping on Rodeo Drive.
“I think most of us would agree that ‘Cher’ is one of film history’s most iconic shoppers, so when Rakuten approached me to reprise the role for their Super Bowl spot, I thought it was a great idea,” said Alicia Silverstone. “Cher was always figuring out how to get what she wanted in the most clever ways, so I think Rakuten would really appeal to her – getting cash back for doing her favorite activity. I imagine her running to her dad to boast about how much she saved and declaring ‘as If’ when asked if she ever shopped without using Rakuten.” Watch below:
“As we set out to make our second Super Bowl campaign, we knew we needed a big breakthrough idea that telegraphed shopping. When we saw the concept for ‘Not So Clueless,’ we immediately loved how clearly it communicated that Rakuten is the place to save when shopping, while also tapping into the hyper-relevance of current ’90s trends in culture,” said Vicki McRae, senior vice president of brand, creative and communications at Rakuten. “Clueless has had a long-lasting impact on the fashion community so it was natural to extend our campaign into this year’s Fashion Week with Christian Siriano. Christian’s authentic relationship with Alicia and love of Clueless led to a beautiful partnership that is not just fashion forward – but also helps continue to drive awareness for Rakuten among shoppers.”
Siriano, who also makes a surprise appearance in the Big Game spot, collaborated with Rakuten to bring three Clueless-inspired designs to the runway and eventually Rakuten members. Siriano’s Clueless-inspired original designs will walk the runway at his New York Fashion Week: The Shows Ready-to-Wear runway show on February 9.
Siriano’s yellow plaid set look from Rakuten’s Big Game spot along with his three Clueless-inspired runway looks will be part of the “Christian Siriano x Rakuten Giveaway” available exclusively for Rakuten members. As part of his partnership with Rakuten, Siriano curated Rakuten’s “Not-So-Clueless Edit”, where shoppers can earn Cash Back by shopping Siriano’s exclusive picks of Clueless-inspired fashion looks.
“I’m such a big fan of Clueless, and Alicia is one of my dear friends, so imagining the 2023 version of her most iconic look in Clueless for Rakuten’s ad was a dream come true,” explained Christian Siriano. “I hope the joy I felt going back in time with Alicia on set shines through in my picks for ‘The Not-So-Clueless Edit’, and that everyone feels inspired to live out their wildest Clueless closet dreams.”
‘Not So Clueless’ was developed by Rakuten’s in-house marketing team, directed by Oscar-nominated film and TV directors Will Speck and Josh Gordon, and produced by award-winning Santa Monica-based production company Furlined and lensed by award-winning cinematographer Bill Pope, A.S.C., the director of photography for the original film. It was edited by Graham Turner at Union Editorial.
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The Super Bowl, featuring The Philadelphia Eagles vs. The Kansas City Chiefs, will kick off Sunday, February 12 at 6:30 EST/5:30 CST/3:30 PST. We have a clue who will win!