GM, Meta and Frito-Lay lean into nostalgia


Big brands that have in some cases sat out for years the TV advertising frenzy around the biggest US sporting event — the Super Bowl — are returning Sunday and spending big amid record ad prices. It’s been a bumpy couple years marked by pandemic-era restraint and political polarization, but the American football championship offers an increasingly unequalled viewership too big to pass up.

Olivier Douliery | AFP | Getty Images

Companies such as General Motors, PepsiCo and Facebook parent Meta Platforms are betting millions of dollars that nostalgic Super Bowl ads, many featuring 1980s and 1990s celebrities or music, will connect with viewers during Sunday’s big game.

Arnold Schwarzenegger,…


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