Radio Shack, the electronic and gadget franchise, has been in a bit of a slump in recent years thanks to other giant electronic retailers such as Best Buy and Walmart. Advertising and marketing campaigns have been scarce, and the company has been in search of a revival…well, they’ve found one (somewhat). Parody singer Weird Al Yankovic has signed on to be the company’s newest, and weirdest, spokesperson and appears in the company’s new advertisement. The ad features Weird Al guiding a shopper throughout a radio shack showing her products that will appeal to people of all ages, but rather than speaking, he’s communicating through song (of course) to the tune of the song “Toyland” from the musical “Babes in Toyland”. If you haven’t seen the commercial yet, it’s exactly what you would expect from Weird Al: weird, and weirdly catchy? Not saying I’m going to be walking around my apartment singing the lyrics of the commercial, but at least it got me interested in Radio Shack, for once.
I think that Radio Shack has made a move in the right direction gaining a spokesperson that’s recognizable, and unique. Radio Shack desperately needs to make a reappearance, especially during the busiest shopping times of the year, and I think that having such a unique public figure like Weird Al could generate some much-needed buzz. Although Weird Al has been out of the spotlight up until recently with the release of his newest album, he’s still famous enough that consumers will be able to talk about his involvement with Radio Shack. However, Radio Shack is going to have to keep up the momentum and push its marketing efforts even further if they want to even stay remotely relevant. They are losing a battle against other electronic giants, and are going to have to think of more innovative ways to get people to want to choose their products over a competitors. Weird Al can only be so catchy for so long, before you just can’t take anymore.
Morrison, M. (n.d.). Weird Al in Radio Shack Holiday Campaign | CMO Strategy – Advertising Age. Retrieved December 6, 2014, from http://adage.com/article/cmo-strategy/weird-al-radio-shack-holiday-campaign/295755/