The Star of the Show: Who Is She?
The blonde actress turning heads in the Rakuten commercials is none other than Alicia Silverstone, the iconic actress best known for her role as Cher Horowitz in the 1995 teen classic Clueless. Rakuten cleverly capitalized on the nostalgia of the film by casting Silverstone to reprise her role in a modern setting, decked out in the familiar yellow plaid and oozing ‘90s sass — but this time, it’s all about cash back and smart shopping.
📺 Watch Alicia Silverstone in Rakuten’s Super Bowl Commercial here:
The commercial aired during Super Bowl LVII in February 2023 and quickly became one of the most talked-about ads of the game. It was a genius move that married pop culture nostalgia with a modern shopping app, and Silverstone’s performance delivered in both comedic timing and brand alignment.
Why Alicia Silverstone? The ‘Clueless’ Connection
Rakuten’s decision to cast Alicia Silverstone wasn’t random. Her role as Cher Horowitz in Clueless remains one of the most beloved fashion-forward characters in pop culture history. Cher was the ultimate shopper — stylish, tech-savvy (for her time), and never afraid to flaunt a good deal. The character aligns perfectly with Rakuten’s mission: helping people save while shopping in style.
In the commercial, Silverstone walks into a courtroom, echoing the debate scene from Clueless, and says:
“As if I’m going to pay full price!”
With that single line, she bridges a nearly 30-year gap between the original movie and today’s savvy online shoppers.
📺 Behind the Scenes: Rakuten x Clueless
Alicia Silverstone: Career Beyond ‘Clueless’
Though Clueless may be her defining role, Alicia Silverstone has had a diverse and enduring career. From film and television to stage performances and activism, she has kept herself relevant in multiple spheres.
Filmography Highlights:
Batman & Robin (1997) – as Batgirl
Blast from the Past (1999) – opposite Brendan Fraser
The Crush (1993) – her breakout role
American Woman (2018) – critically acclaimed TV role
Senior Year (2022) – Netflix comedy with Rebel Wilson
She’s also a New York Times bestselling author, an advocate for plant-based diets, and a prominent voice in environmental activism. Rakuten’s commercial doesn’t just bank on her past; it subtly celebrates her staying power and evolving brand.
Fashion and Nostalgia: Recreating the Iconic Look
One of the most talked-about elements of the Rakuten commercial is Alicia’s outfit. That yellow plaid skirt suit is as recognizable today as it was in 1995. Rakuten worked with Mona May, the original costume designer from Clueless, to recreate the look with a modern edge.
“It was really fun to bring the look back to life,” Silverstone said in an interview. “It felt like time travel, but also super relevant.”
The updated version of Cher’s outfit was tailored more cleanly and featured slight refinements that gave it a modern silhouette, making the ad not only nostalgic but fashion-forward.
📺 Rakuten Behind the Wardrobe Interview
Super Bowl Spotlight: Making a Splash
The Rakuten x Clueless spot was part of a broader marketing blitz for the Super Bowl, one of the most expensive and coveted advertising slots in the world. Rakuten knew it needed a hook that would resonate across generations, and Alicia Silverstone was it.
The ad was praised for its blend of retro flair and practical messaging. It featured nods to the original movie script, character mannerisms, and even a cameo from Elisa Donovan, who played Amber in the original film.
“We weren’t trying to reinvent the wheel,” said Rakuten’s Chief Marketing Officer Dana Marineau. “We wanted to remind people of something they loved — and tie it into something they need.”
Public Reception: Fans React to Alicia’s Comeback
The internet erupted with joy after the commercial aired. Social media platforms were flooded with comments like:
“OMG, Cher is BACK and she’s better than ever!”
“Give Alicia Silverstone all the commercials. She nailed it.”
TikTok creators began mimicking the ad, and Twitter lit up with nostalgic appreciation. The general consensus? Alicia still has it.
📺 Fan Reactions & TikTok Duets:
The ad not only appealed to millennials who grew up watching Clueless but also resonated with Gen Z — a testament to how timeless and cross-generational Alicia’s character really is.
A Marketing Masterclass: Rakuten’s Branding Strategy
Rakuten’s decision to enlist Alicia Silverstone wasn’t just about nostalgia — it was strategic. They sought to:
Tap into 1990s cultural cachet
Appeal to a female-heavy demographic of online shoppers
Differentiate themselves in a crowded cashback market
The actress added a recognizable face, playful tone, and undeniable charisma. As a result, Rakuten saw a surge in app downloads and brand awareness following the ad campaign’s release.
Alicia’s presence not only brought attention but lent trust and style to the Rakuten brand — a critical factor in the online shopping space.
Other Blonde Actresses in Rakuten Campaigns?
While Alicia Silverstone has been the standout star, Rakuten has featured other blonde actresses in digital and regional spots — though none have achieved the same viral fame. Some of these include:
Julie Gribble – appeared in older YouTube and pre-roll ads
Heather Hemmens (blonde wig) – in a sketch-style skit ad
Anonymous influencers – often featured in TikTok-style reels or YouTube shorts
None of these actresses, however, carried the same cultural weight or campaign prominence as Silverstone. For all intents and purposes, Alicia is the face — and spirit — of Rakuten’s recent branding success.
What’s Next for Alicia Silverstone?
Fresh off the popularity of the Rakuten commercial, Alicia has continued to ride a wave of renewed public interest. She recently announced:
A new rom-com project slated for 2025
More TikTok content (she often revisits Clueless scenes!)
A possible memoir about her journey from 90s It-Girl to sustainable living advocate
“I never stopped working, but now people are seeing me again in a different light,” Silverstone told People magazine. “And I love that.”
With her mix of retro charm and modern wisdom, Alicia’s future in commercial and entertainment branding looks bright — and blonde.
Conclusion: Alicia Silverstone and the Legacy of Clever Casting
So, who is the blonde actress in the Rakuten commercial? She’s a cultural icon, a devoted advocate, a savvy fashionista — and most importantly, a woman who knows how to make saving money look fabulous.
Alicia Silverstone’s casting as Cher 2.0 isn’t just a nostalgic callback; it’s a masterclass in branding. She embodies smart shopping with sass, the reinvention of a beloved character, and the joy of getting a deal without losing your style.
In a world where ads are easily skipped, ignored, or forgotten, Alicia made us all stop and say:
“As if we wouldn’t use Rakuten!”
📺 Final Recap: Watch the Rakuten Super Bowl Spot Again
Acting Magazine Newsletters
Never miss out on the best from Acting Magazine.