Super Bowl ads look toward the future -- and the past

The latest headlines from our reporters across the US sent straight to your inbox each weekday Your briefing on the latest headlines from across the US Your briefing on the latest headlines from across the US SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy Super Bowl advertisers this year want Americans to forget about pandemic woes and focus on the future: of electric vehicles, mind reading Alexas, robots and cryptocurrency -- and also to harken back to the nostalgic past of '90 movies like “Austin Powers” and “The Cable Guy.” The Los Angeles Rams are taking on the Cincinnati Bengals during Super Bowl 56 on Sunday at the SoFi Stadium in Inglewood, California. “It’s the only game in town,” said Villanova marketing professor Charles Taylor This year’s ads will be amusing and warm, leading Kelly O’Keefe, CEO of brand consultancy Brand Federation, dub this year the “Ted Lasso Super Bowl.” It’s not just because two of the Apple+ sitcoms’ stars are starring in ads -- Jason Sudeikis In TurboTax and Hannah Waddingham in Rakuten. Kia showcases the Kia EV6, the brand’s first battery electric vehicle, in its ad, along with a cute “robo dog.” Nissan gives a nod to its all-electric 2023 Nissan Ariya. The ad is an homage to a 2003 Reebok Super Bowl ad starring a fictional linebacker named Terry Tate who tackled office workers who weren’t being productive.