Consumer electronics retail giant Best Buy is paying a subtle tribute to Steve Jobs this Super Bowl weekend by changing up its ad strategy to reflect the genius of the late Apple chief.
According to a report Wednesday from Bloomberg, Best Buy's Super Bowl commercial won't feature the traditional parade of celebrities. Instead, the passing of Steve Jobs has prompted the retail giant to re-evaluate who today's biggest "stars" truly are.
This year, don't look for Ozzy Osbourne or Justin Bieber, who starred in Best Buy's 2011 ad, to make a splash on Super Bowl Sunday in partnership with Best Buy. This time around, Best Buy is focusing on "innovators who could personify Best Buy’s selling premise: that no one knows more about gadgets and how they work together than the chain’s blue-shirt sales force."
Until Steve Jobs died, Best Buy Co. was plotting a familiar course for its Super Bowl ad: hiring a celebrity spokesman. Then all the tributes poured in after the Apple Inc. founder’s Oct. 5 death, and Best Buy’s U.S. marketing chief, Drew Panayiotou, realized Silicon Valley inventors are today’s stars.
By the way, this is the first, last, and only time I will ever reference Justin Bieber on MMi