Super Bowl

Best Buy Back in Super Bowl

Retailer Will Advertise During the Big Game for Second Time in Its History

By Published on .

Scenes from Best Buy's Super Bowl debut in 2011.
Scenes from Best Buy's Super Bowl debut in 2011.

Best Buy is back in the big game.

The electronics retailer has purchased one 30-second spot, marking the second time in its 45-year history that it will advertise during the Super Bowl. Best Buy made its Super Bowl debut during the 2011 game (see that spot again below).

CMO Barry Judge said the retailer has plans to focus on a new launch during the spot. Last year, the retailer announced its Buy Back Program in a spot that featured Ozzy Osbourne and Justin Bieber.

"We think we have something interesting and new to say, and it's going to be about a new thing we're going to launch," Mr. Judge said. "If we weren't launching it, we wouldn't be doing it. I don't know if we're in every year, but we're in because we think we have something really unique to say, and we want to do a really good job of executing it at retail."

In discussing the decision to buy into the Super Bowl, Mr. Judge said the event provides the retailer with a platform to distinguish it and sends a signal, both to the marketplace and employees, that it's serious about the content it chooses to promote .

Mr. Judge said that once the upcoming holiday campaign is finalized, he'll begin focusing on the creative concept for Super Bowl. He'll also be thinking of ways to maximize exposure beyond just the commercial. "There's a way to get much more out of it than you could in the past," he said.

Best Buy's agency, Crispin Porter & Bogusky, will again handle creative on the Super Bowl spot.

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