Why Super Bowl Ads Keep Reaching for Nostalgia

Photo by Jr Korpa.

Something about nostalgia just works. But what is it about the past that is so coveted, comforting, and mercantile? Maybe the act of shared remembrance fulfils a longing for connection. Perhaps the ever-turbulent present makes the past feel like a place of refuge.

As brands prepare for the Big Game, LBB set out to find out why agencies continue to return to the recognisable when it comes to creative assets and reference points. We wanted to know what recent Super Bowls suggest about the value of familiarity when stakes are higher than high. What’s to be gained by weaponising nostalgia as a form of narrative efficiency – borrowing emotional equity that’s already been earned?

In a media environment built to splinter us into niches, nostalgia is one of the very few languages that scales; we asked leaders for their hypotheses.

Frank Scherma, president and co-founder, RadicalMedia

Nostalgia seems to be one of the most used words in advertising and entertainment. Some of the most-watched shows are older ones that remind viewers of a simpler time in their lives. That seems to be the same pattern in the advertising world, including the Super Bowl.

Bringing back memories that made us smile, coupled with some current marketing jargon, is a no-brainer for brands. I remember last year’s Hellman’s Mayo spot with Meg Ryan and Billy Crystal recreating ‘When Harry Met Sally’, bridging generations by including Sydney Sweeney.

Nostalgic and contemporary at the same time. When we look back, we all remember songs from ads, funny moments, and simple ideas. I know we will continue to see more and more of that. Nostalgia offers something increasingly rare: authentic emotional resonance grounded in shared cultural memory, updated with contemporary relevance. Enjoy the older with the newer, and we will all smile a lot more.

Jonathan Santana, chief creative officer, Johannes Leonardo

Brands and culture at large are throwing themselves into AI, grappling with their identity in an era where if you can imagine it, you can create it, which is amazing in some respects. But authentic ‘cultural call-backs’ provide a grounding effect.

For 2026, the value of familiarity lies in its ability to foster brand intimacy. When a viewer sees a beloved character or hears a formative song updated for today, that positive sentiment transfers directly back to the product and brand.

It’s likely the 2026 Super Bowl will prove that the most successful advertisers aren't those who live in the past, but those who use it as a springboard. By updating recognisable creative assets, agencies aren't just playing it safe; they are building a bridge between generations, cementing new relevancy with an eye on the future, not just nostalgic appeal.

Juan Javier Peña Plaza and Ricardo Casal, chief creative officers, GUT Miami

We feel tapping into nostalgia has increasingly become a sure bet on the Super Bowl. It works on multiple levels, first reigniting the love from the original fan bases, as well as generating cross-generational conversations both online and at watch parties with those fan bases educating the younger generations.

Like all creative devices at the Super Bowl, it can be used creatively, but it can also feel disconnected from the brand or message. Finding the right nostalgic IP that connects conceptually to the brand is crucial for the spot to become relevant and not ‘one of the bunch’ that ends up not being breakthrough enough. It’s not about nostalgia for the sake of nostalgia, but nostalgia with purpose. To connect the brand with consumers in a conceptual and memorable way.

Tom Murphy, chief creative officer, VML North America

The Super Bowl is one of our few remaining monocultural moments -- where Americans are all tuned into the same thing. And this is a huge part of why people love this night so much. We get to share something. It’s the very same reason brands turn to older, beloved entertainment properties. These are the cultural touchpoints we all know and love. It’s fun to remember them together. Of course, the key is to do it smartly. The brand needs to play a meaningful role in the story, not just be crassly wedged in. But if done right, it can be magic.

Trusha Bhatt, strategy director, Mother New York

Relevance has never been so fleeting. A show, a story, a scandal comes and goes in days. Betting your entire Super Bowl strategy on a moment that might not even be remembered is inherently risky. So it makes sense that brands are anchoring their work in the past, drawing on nostalgia and familiar emotions. We may not remember the present, and we can’t control the future, but the past is far more stable.

For newer brands entering the Super Bowl, borrowed relevance is just as risky and often lacks the purpose it can have for legacy brands. Instead, they should focus on timeless human truths or go so far outside the expected playbook that the work feels genuinely disruptive. Creating something truly new is extremely difficult, but it will be worth it to break through.

RJ Larese, president, Sixteenth US (part of Whalar)

Nostalgia has emerged as a reliable tool for creatives and marketers, especially during high-stakes events like the Super Bowl. With enormous media costs and fierce competition for audience attention, brands often prefer to rely on familiar concepts rather than experiment with entirely new ideas.

When executed thoughtfully, nostalgia can effectively cut through the noise, especially when familiar intellectual property is paired with new cultural voices, creating a comforting and emotionally resonant experience.

For creators, engaging with beloved legacy IP often feels personal and authentic, transforming brand partnerships into meaningful connections. Audiences quickly sense this genuine enthusiasm, making it easier for brands to gain traction. Creators are embracing nostalgia in ways that appear organic, providing cultural translations that resonate in today’s environment.

However, nostalgia alone cannot salvage weak creativity. Awareness does not guarantee relevance. For Super Bowl 2026, the focus must shift from nostalgia to relevance. While familiarity invites attention, only thoughtful and culturally fluent creative work can secure lasting engagement in the attention economy.

Michael Haje, founder and president of 77 Ventures Creative

Nostalgia works, and works fast.

It’s the Super Bowl we’re talking about. That comes with the pressure to create a singular, make-a-splash, standout spot that wins the ‘Ad-Meter’ of America. And with that pressure comes the fear that it’ll stand out, but no one will remember the brand, and the media millions will feel wasted.

Some will decide it's best to use their existing campaign and recognisable brand assets, then Super Bowl supercharge it with big production value or a mega celeb.
Otherwise, you’re looking at a spectacular one-off, and that’s where nostalgia comes in.

Whether it's through setting, style, or music, nostalgia helps to quickly establish the story and put the viewer in the right headspace to get the message.

Or, if you are lucky enough to have a ‘with great risk comes great reward’ type of client, go for it. Be really, really funny. Or, really, really nostalgically funny.

That’s how you win the big game.