During the 2014 Superbowl, the Radio Shack commercial paid tribute to the 1980s. The commercial was meant to shed outdated perceptions of Radio Shack and for consumers to be reintroduced to the company.
“This is a bold, strategic move for RadioShack, and we’re using the Super Bowl as the platform to get people to rethink RadioShack,” said Jennifer Warren, senior vice president and chief marketing officer at RadioShack. “This ad is meant to grab attention, make viewers laugh, and let people know, it’s out with the old and in with the new RadioShack.”
“We have spent months talking to consumers about their perceptions of RadioShack and what they want in a shopping experience,” Warren added. “Our Super Bowl commercial allows us to show customers that we are listening to them as we reposition the brand.”
The Radio Shack Super bowl commercial, titled “The Phone Call,” featured icons from ’80s pop culture who show up to reclaim the technology of their decade, helping the brand turn the page on the RadioShack of the past. The commercial opens in an old RadioShack store; an associate receives a warning phone call before familiar ’80s personalities including Hulk Hogan, Mary Lou Retton, Kid ‘n’ Play, and Alf, Chucky from Child’s Play, Jason, Friday the 13th, The California Raisins, among many others, barge in to “take back” their technology. What’s left is a sleek, modern store that serves as an introduction and invitation for consumers to shop the new RadioShack.
“We wanted to directly address outdated perceptions of RadioShack, using both humor and nostalgia,” said Joe Magnacca, chief executive officer of RadioShack. “We have committed significant work in stores across the country, with design and product assortment, as part of our turnaround effort. And we want to invite consumers back in to experience RadioShack. We love the ’80s like everyone else, but it was time to show how we’ve evolved.”
AdAge.com awarded the Radio Shack spot a full four stars and ranked it the best of the night.
“In an attempt to update its stores and its image, Radio Shack does something few brands have the backbone to do: it acknowledges reality,” AdAge wrote about the Radio Shack commercial. “The reality in this case is that if Americans think of Radio Shack at all, it’s as a relic.”
The Phone Call: #InWithTheNew RadioShack Superbowl Commercial
The 80s called … they want their store back. 80s celebrities invade a RadioShack to take back their old stuff and make room for the RadioShack of the future.
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