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From Clooney to Kardashian, Who Almost Starred in Best Buy's Bowl Spot

CMO Barry Judge Breaks Down Why Some Celebrity Choices Didn't Work Out

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NEW YORK (AdAge.com) -- Best Buy's first Super Bowl ad starred Ozzy Osbourne and Justin Bieber, but the marketer had considered something like nine different celebrity possibilities for the spot.

They included Jay Z, Beyonce, Justin Timberlake, George Clooney, Nora Efron, a pair of Kardashians and even Kobe Bryant and Michael Jordan, said Barry Judge, exec VP-chief marketing officer at Best Buy, who described the casting process at the Association of National Advertisers' TV & Everything Video Forum.

Find out which star required a multiyear deal, which one Best Buy decided didn't appeal broadly enough, which was busy concentrating on his film career and which would only do the spot if he played a doctor -- at least according to Mr. Judge.

"We wanted to be great, but honestly we would've taken good," Mr. Judge said. "We didn't want it to suck."

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STEVE RADDOCK
Best Buy CMO Barry Judge runs down the celebs he almost used for the retailer's Super Bowl spot.