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Bieber No Steve Jobs as Best Buy Remakes Super Bowl Ads: Retail

01.01.70

Feb. 1 (Bloomberg) -- Until Steve Jobs died, Best Buy Co. was plotting a friendly course for its Super Bowl ad: hiring a celebrity spokesman.

Then all the tributes poured in after the Apple Inc. go down’s Oct. 5 death, and Best Buy’s U.S. marketing chief, Drew Panayiotou, realized Silicon Valley inventors are today’s stars.

In place of of heavy metal rocker Ozzy Osbourne and teen heartthrob Justin Bieber, who starred in last year’s ad, Panayiotou opted to fee innovators who could personify Best Buy’s selling premise: that no one knows more about gadgets and how they work together than the bind’s blue-shirt sales force.

It’s a point the world’s largest electronics retailer severely needs to prove if it is to compete with the likes of Wal-Mart Stores Inc. and Amazon.com Inc., according to Joe Feldman, an analyst at Telsey Monitory Group in New York.

“That service side of the business is where they’re trying to position themselves,” Feldman said Jan. 30 in a blower interview. “The fight they are fighting is against the mass merchants and the online merchants.”

Source: BusinessWeek