Will Nostalgia Score A Touchdown During Super Bowl LIX?

Nostalgia is on the advertising menu at this year’s Super Bowl and by early indications fans are loving it. Both Budweiser and Hellmann’s are getting viewers to reminisce, with the beer brand hitching up some beloved horses and the condiment brand reuniting a legendary rom-com duo. Find out more about the ads bringing all the feels below:

• The Budweiser Clydesdales are back and as magestic as ever. “First Delivery,” featuring a very eager foal trying to prove himself, is currently clocking a Likeability score 19% above the norm. The top emotion for the ad? You guessed it. Nostalgic.
• Hellmann’s “When Sally Met Best Foods” reunites Billy Crystal (Harry) and Meg Ryan (Sally) to recreate the iconic Katz’s Deli scene from “When Harry Met Sally.” The mayo brand puts a Best Foods spin on Sally’s dining experience. The promo’s Likeability is also above the norm at 13%. iSpot’s preliminary Creative Assessment also shows the ad is driving purchase intent, performing at +6 points above Hellmann’s five-year average.
• If you’re a sucker for The Muppets, Booking.com has you covered. The brand’s 2025 Super Bowl entrant “Get Your Stay Ridiculously Right” features Kermit the Frog, Miss Piggy, Animal, Statler and Waldorf, and Gonzo. Since dropping the ad on Jan. 31, the ad has already snagged 13.4 million impressions and is hovering at a Likeability score 15% above norm.
• Proctor & Gamble is also invoking some nostalgia with a revamp of Baha Men’s 2000 hit “Who Let The Dogs Out.” The ad will use the song and some cute dogs to promote Spruce, a people and pet safe weed killer. Not everyone will get to see this ad, though, as it’s only slated to air in the southern U.S.

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