The campaign builds on a busy stretch of Chase marketing. The bank recently ran a campaign featuring Hart alongside Stephen Curry and A'ja Wilson, and struck a partnership with Julian Shapiro-Barnum.

Timing played a role in the concept. Viewers are rewatching the Scream films, while Chase cardholders are starting their fall shopping and planning travel—two spending moments the cash back program can own.

Chase is not alone in leaning on 1990s nostalgia for fall advertising. Dunkin' recently released an ad featuring two of the Spice Girls to promote the return of its pumpkin spice beverages.

The broader trend shows no sign of fading. '90s nostalgia resonates with audiences who lived through the decade while giving younger viewers a taste of a pre-algorithm era.

"When something from your past suddenly shows up in a new way, it gets a reaction. People want to talk about it, trade memories and share it with someone who will instantly get the reference," said Rachlin. "We wanted the commercial to create that kind of moment."

Droga5 created the campaign. It begins airing on TV this week, with social content to follow throughout the Halloween season.