Rakuten goes all-in on the Big Game
Rakuten Rewards is headed to the Big Game.
For the first time in the company’s history, the leading shopping platform that offers Cash Back and rewards will be airing an ad during America’s most-watched sports broadcast. The 30-second spot, titled “High Stakes,” will play during Super Bowl LVI, which takes place on February 13 in Los Angeles.
The spot stars Emmy Award-winning actress Hannah Waddingham — known for her standout performances on Ted Lasso, Game of Thrones and Sex Education — as a high-roller in a game of high-stakes poker against a savvy Rakuten shopper. After going all-in with the right products, the shopper makes a power move and sweetens the pot by betting all the Cash Back she has earned with Rakuten, winning the day.
A super-sized debut
The commercial, which debuted in full on Monday, February 7 — coinciding with Rakuten Group’s 25th anniversary — is part of a multi-pronged campaign with the goal of cementing Rakuten as a household name in the U.S. and kicking off the next 25 years of success. And even ahead of the marquee American football matchup this weekend, the ad is already making waves.
On Monday, February 7, viewers watched Waddingham introduce the ad on NBC’s TODAY show, one of the most-watched morning shows in the country. The commercial has also been generating positive buzz across the entertainment and marketing industries, with coverage from USA Today, Wall Street Journal, Ad Week and more.
Years of hard work leading up to the Big Game
Over the past decade, Rakuten has made great strides in building its brand worldwide, with notable partnerships that include the Golden State Warriors, Stephen Curry, Marie Kondo and more. The brand has already established itself as the leading shopping platform that offers Cash Back and rewards, but with the Game Day ad spot, which will air to millions around the country, Rakuten has found the perfect venue and moment to take its brand to the next level.
“Developing a campaign of this scale and caliber for the Super Bowl is every brand marketer’s dream, and I’m so proud of our in-house creative team for this amazing accomplishment.”
Dana Marineau, CMO, Rakuten Rewards
Rakuten, which literally means “Optimism” in Japanese, employs a unique and rewarding approach to online shopping. Members earn Cash Back, deals and rewards from thousands of stores by shopping through the Rakuten platform. To date, its 15 million members have earned $3.5 billion USD in Cash Back.
A joyful and optimistic shopping experience
“High Stakes,” which was produced entirely in-house by Rakuten, also features entrepreneurs and “The World’s First Podcast” hosts Erin and Sara Foster, whose clothing brand, Favorite Daughter, is available to shop and earn Cash Back on Rakuten. Additionally, the Fosters will star in a cheeky, 15-second spot that will run after the event and highlight beauty and fashion shopping available through Rakuten.com and its mobile app.
“Developing a campaign of this scale and caliber for the Super Bowl is every brand marketer’s dream, and I’m so proud of our in-house creative team for this amazing accomplishment,” said Dana Marineau, CMO of Rakuten Rewards. “Everyone who sees it will identify with the rewarding feeling Rakuten members get when they earn Cash Back when shopping.”
The Big Game represents so much of Rakuten’s own philosophy — from optimism and joy to fun and excitement — with one key difference: In football, only one team can leave the field as the winner. But when you shop with Rakuten, you feel like a winner every time.
