During Super Bowl XLVIII, RadioShack brought back a number of ’80s icons. The ad, titled “The Phone Call,” featured icons from ’80s pop culture such as Alf, Slimer from Ghostbusters, Chucky from Child’s Play, Teen Wolf, Hulk Hogan, Mary Lou Retton, Kid ‘n’ Play, and more. The ad’s purpose was to show RadioShack shedding its ’80s image with the introduction of sleek, modern stores.”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 said. “Our Super Bowl commercial allows us to show customers that we are listening to them as we reposition the brand.””We wanted to directly address outdated perceptions of RadioShack, using both humor and nostalgia,” said Joe Magnacca, chief executive officer of RadioShack.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.”
