Rakuten Teams Up With “Clueless” Star Alicia Silverstone For Big Game Campaign

Retail Bum
2 min readFeb 7, 2023

Cashback and rewards shopping platform Rakuten has partnered with Alicia Silverstone to reprise her iconic Cher Horowitz role from “Clueless” for its Super Bowl Sunday ad campaign.

Dubbed “Not So Clueless,” Silverstone brings one of the most iconic ’90s characters back to life in a 30-second spot in Rakuten’s campaign, which will air during the first quarter of the Big Game on Sunday, February 12, 2023.

“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 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.”

Through the partnership, both Rakuten and Silverstone are looking to tap into the nostalgia for 1990s pop culture to highlight “why everyone should shop Rakuten for the greatest savings.”

“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.”

In the clip, Siriano and his Clueless-inspired designs also make an appearance. These designs will be showcased at the New York Fashion Week on February 9, 2023, and will soon become available to Rakuten members for purchase, enabling shoppers to earn cash back when shopping for Siriano’s exclusive Clueless-inspired fashion looks.

Photo credit: Rakuten

Originally published at https://retailbum.com on February 7, 2023.