Why Are So Many Super Bowl Advertisers Playing the Nostalgia Card?

There's money in missing the past—even if the past really wasn't so good

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At first look, “The Wonder of Us,” Coca-Cola’s Super Bowl LII ad filled with frolicking friends from many nations, looks like a standard nod to diversity—the sort of inclusive message, some might argue, that’s sorely needed at a time when Americans are more divided politically than any time in a generation. An October 2017 study from Pew Research Center found deep divisions of opinion on a number of hot-button issues, including race and immigration.

So the message from Coca-Cola—“The world is filled with over 7 billion unique yous who are all special in their own ways,” said the caption on YouTube, “ … there’s a Coke for every single one of us”—comes off as a reassuring reminder that we really all can get along, so long as we pop open an ice-cold …

Wait a minute.



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