The future is uncertain. The present is complex. But the past? That’s pretty safe terrain for Super Bowl advertisers.
This year — yet again — advertisers have reached into the cultural vaults of decades past. Several spots in Sunday’s game feature stars from, and references to, hits from the 1980s and 1990s.
“It’s just comfortable,” said Brad Adgate, a veteran media analyst. “You’re there to relax and enjoy the game and watch the ads. This type of strategy works.”
A Super Bowl ad for Michelob Ultra included a star-studded reference to “Caddyshack,” the 1980 comedy about mischief at a country club.