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.

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