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

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…