Rakuten commercial Super Bowl 2023 ft. Alicia Silverstone

TV Commercial Review

Heart or Humor


Excellent twist on a classic film

“Not So Clueless,” Rakuten commercial Super Bowl 2023 features Alicia Silverstone reprising the iconic Cher Horowitz role. The advert is a fun, modern twist on the classic 1995 Paramount Pictures film Clueless.

“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, 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.

The ad 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 to reimagine the classic film’s famous debate class scene where Cher tackles “why everyone should shop Rakuten for the greatest savings.”

Rakuten engaged award-winning CFDA designer Christian Siriano for the campaign to re-imagine Cher’s iconic yellow plaid suit.

The Big Game spot 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.

Rakuten commercial Super Bowl 2023 ft. Alicia Silverstone
A reunion between Clueless castmates Silverstone and Elisa Donovan

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.

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 to Rakuten members.

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.



I like it!

Heart or Humor10.0
Reader Rating: ( 2 votes ) 7.7

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