Radio Shack boldly repositions brand with The phone call spot that debuted during Super Bowl

RadioShack debuted its new brand positioning during the Super Bowl with a 30-second commercial that teems with showbiz icons of the 1980s. The spot seeks to transform people’s perception of the brand, presenting them with an all-new Radio Shack.”This is a bold, strategic move for RadioShack, and we’re using the Super Bowl as the platform to get people to rethink RadioShack” Jennifer Warren, senior VP and chief marketing officer at RadioShack, said at the time. “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”.The spot entitled {The phone call;http://www.youtube.com/watch?v=oUwwZHdx6SU} is full of such iconic characters of 1980s pop culture as Hulk Hogan, Mary Lou Retton, Kid ‘n’ Play, Alf and many more, who barge in to “take back” their bygone technology and so free Radio Shack of its outmoded image, allowing it to glide into a sleek, super-modern future.”We have spent months talking to consumers about their perceptions of RadioShack and what they want in a shopping experience” Warren said. “Our Super Bowl commercial allows us to show customers that we are listening to them as we reposition the brand”.{The phone call;http://www.youtube.com/watch?v=oUwwZHdx6SU} is among the first commercials created by RadioShack’s new agency of record GSD&M, and was directed by Frank Todaro of Moxie Pictures.“It’s an exciting time for our brand, and having one of the top creative agencies in the country as our partner through this turnaround time is proving invaluable” Warren said.