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RadioShack Super Bowl Commercial Sheds Outdated Image to Make Way for "Do It Together" Brand Positioning

Companies mentioned in this article: RadioShack Corporation

FORT WORTH, Texas, Feb. 2, 2014 /PRNewswire/ -- RadioShack ushered in the company's new brand positioning with a 30-second ad featuring '80s icons during tonight's Super Bowl. The ad is meant to shed outdated perceptions of the brand for consumers in need of a reintroduction to RadioShack.

(Logo: http://photos.prnewswire.com/prnh/20130716/LA47690LOGO)

"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."

The ad, titled "The Phone Call," features icons from '80s pop culture who show up to reclaim the technology of their decade, helping the brand turn the page on the RadioShack of the past. The spot opens in a throwback RadioShack store; an associate receives a warning phone call before familiar '80s personalities including Hulk Hogan, Mary Lou Retton, Kid 'n' Play, and Alf, among others, barge in to "take back" their technology. What's left is a sleek, modern store that serves as an introduction and invitation for consumers to shop 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."

In an effort to continue "clearing out the '80s" and celebrate #InWithTheNew, RadioShack is hosting a 24-hour sweepstakes via Twitter, which launched in line with our Super Bowl ad. The brand will unveil unique '80s-themed prizes via the @RadioShack Twitter account throughout Sunday and Monday (2/3), and consumers who follow @RadioShack and tweet a fun comment with the prize hashtag are entered to win one of the retro relics, along with a $100 gift card to experience the new RadioShack. The prize pool includes a pair of original Air Jordan 1 sneakers, a replica "Beat It" jacket, a 1986 Vision Psycho Stick skateboard, a Cabbage Patch + Rainbow Bright doll set, and a 1987 Porsche 924S. Full details can be found at RadioShack.com/DIT.

Consumers also can view a special 60-second extended version of the ad, digital shorts in which RadioShack associates teach '80s icons how to use today's technology, as well as behind-the-scenes footage of RadioShack's Super Bowl fun, at YouTube.com/RadioShack.

The Super Bowl ad, extended online footage and Twitter giveaway are the first works to debut from RadioShack's new advertising and media partner, Austin-based GSD&M. The agency selected veteran Super Bowl ad man Frank Todaro from Moxie Pictures to direct the "Phone Call" spot.

"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."

#InWithTheNew

The Super Bowl ad lays the foundation for RadioShack's new integrated marketing campaign, which debuts Monday, Feb. 3, and brings to life RadioShack's recently announced brand positioning, "It Can Be Done, When We Do It Together." The new positioning speaks to the brand's ability to collaborate with consumers to help them discover what is possible through technology.

The new Do It Together-themed creative will be centered around RadioShack's associates, who have the know-how to bring consumers' ideas to life. The multifaceted marketing plan includes TV, print, digital, social and in-store executions, all created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience.

"We're thrilled to be launching our newest work with our agency of record, GSD&M. We collaborated with them from research to concept to creative, which vividly illustrates DIT. It's an exciting time for our brand, and having one of the top creative agencies in the country as our partner through this turnaround time is proving invaluable," said Ms. Warren.

About RadioShack Corporation
RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack(® )offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 30,000 knowledgeable and helpful sales experts globally. RadioShack's retail network includes approximately 4,300 company-operated stores in the United States, over 270 company-operated stores in Mexico, and approximately 1,000 dealer and other outlets worldwide. For more information on RadioShack Corporation, please visit www.radioshackcorporation.com; to purchase items online, please visit www.radioshack.com. RadioShack(®) is a registered trademark licensed by RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300, Media.Relations@RadioShack.com

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Video with caption: "RadioShack debuted a 30-second ad during the Super Bowl featuring '80s pop culture icons to introduce a new era at RadioShack and shed outdated perceptions of the brand." Video available at: http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-LA57157-02022014.mp4

Image with caption: "Gold medal-winning gymnast Mary Lou Retton looks on as Twisted Sister front man Dee Snider wraps up a shot from RadioShack's surprise Super Bowl ad. Retton and Snider were just two of the many 80's pop culture icons that RadioShack tapped to appear in the ad which introduces a new era and positioning for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-b

Image with caption: "Twisted Sister front man Dee Snider uses a trademark move in this behind-the-scenes shot from RadioShack's Super Bowl ad. Snider helps tear apart an outdated store to usher in a new look and new positioning for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-c

Image with caption: "RadioShack's surprise Super Bowl ad featured many familiar and much-loved '80s pop culture icons, including John Ratzenberger, Dee Snider, Hulk Hogan and Erik Estrada, barging into an outdated RadioShack store to take back the technology of their decade. The ad helps turn the page on the RadioShack of the past and ushers in a new era for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-d

Image with caption: "In a scene from RadioShack's surprise Super Bowl ad, two store associates show their shock as popular '80s entertainment icons rush the throwback RadioShack store to reclaim the technology of yesteryear. The ad sets the stage for RadioShack's new brand positioning and helps the company shed outdated perceptions." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-e

SOURCE RadioShack Corporation