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

Coca-Cola's millennial flower children are reminiscent of the youths in the 1971 spot. Coca-Cola

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.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.