Not So Clueless
Super Bowl Campaign
For Super Bowl LVII, we reintroduced an iconic pop culture moment by bringing back Alicia Silverstone as Cher Horowitz from Clueless. Dressed in her signature yellow plaid suit, Cher took the debate stage once again—this time alongside Amber (Elisa Donovan)—to discuss a topic that’s as relevant today as it was in 1995: shopping and savings.
Our goal was to reach an audience beyond the traditional Super Bowl viewer. By tapping into the nostalgia and cultural significance of Clueless, we connected with millennial women in a meaningful way. This beloved IP provided the perfect backdrop to highlight Rakuten’s savings message, ensuring it resonated with an audience that values both style and smart shopping.
‘Not So Clueless’
about Rakuten
The campaign garnered tons of media attention, leading to 600+ press stories with a potential reach of 13.9B impressions. The brand also saw huge increases in consideration (search traffic +213%, app installs +22%, new sign-ups +7%) and sales (new buyers +15%, shopping trips +7%). Brand health saw significant increases in aided awareness (+10% points) and campaign recall (+31% points) driven by younger Millennial women. The cultural impact was also far-reaching; the internet was filled with memes and social conversations around the ‘Clueless’ revival.
It’s clear this idea had a major impact, resulting in many people becoming ‘Not So Clueless’ about Rakuten.
Clueless Teaser
New York Fashion Week Integration
Because Cher is such a fashion icon we wanted to further our reach with a partnership with New York Fashion Week and designer Christian Siriano. We enlisted Siriano to do the honors of reimagining the iconic outfit yellow plaid outfit in the Super Bowl commercial.
Siriano also paid "homage to plaid" with three Clueless-inspired ensembles in his Fall/Winter 2023 collection shown at New York Fashion Week Feb. 9. They each tell a different story for the modern-day Cher, from the "traditional schoolgirl outfit" she might've worn to class today to the tuxedo trench coat that could've been her pick for a gala.
Siriano also curated a shoppable, “Not-So-Clueless” Edit available on Rakuten featuring garments and accessories inspired by the movie at varying price points.