Why nostalgia is already winning at Super Bowl LIX [Video]

From heartfelt callbacks to pop culture touchstones, this year’s Big Game advertisers are proving that sometimes, looking back is the best way forward.

With Super Bowl LIX just days away, one play is already dominating the ad game: nostalgia.

This year, brands are leaning into throwbacks, reviving familiar cultural moments to forge emotional connections with audiences. Budweiser is bringing back its iconic Clydesdales in ‘First Delivery,’ Hellmann’s is putting a romcom twist on When Harry Met Sally and FanDuel is tapping the Manning brothers for a dose of sports nostalgia.

And if early ratings are any indication, the strategy is paying off.

Since 2020, only six Super Bowl ads have earned a five-star rating from System1, The Creative Effectiveness Platform, which measures consumers’ emotional responses – from happiness and surprise to fear and contempt – and predicts an ad’s potential to drive long-term brand growth. Previous five-star winners include Disney …

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