This article was originally published in Inc.

One big theme of last year’s Super Bowl ads was nostalgia. Whether it was Serena Williams starring in a Caddyshack-inspired ad or John Travolta pitching T-Mobile to a decades-old tune, the overall vibe was retro and comforting. This year, we should expect more of the same, according to marketing experts

“Advertisers are mindful that it’s a presidential election year and that a number of conflicts are raging across the globe. So, they’re sticking to comforting themes of nostalgia, humor, and as always, tons of celebrities for the big game,” writes U.S. News & World Report, citing Budweiser bringing back its iconic Clydesdales as evidence.