Best Buy has purchased one 30-second spot, marking the second time in its 45-year history that it will advertise during the Super Bowl. Best Buy made its Super Bowl debut during the 2011 game. Crispin, Porter + Bogusky will again do the creative.
CMO Barry Judge said the retailer has plans to focus on a new launch during the spot. Last year, the retailer announced its Buy Back Program in a spot that featured Ozzy Osbourne and Justin Bieber. He said the event provides the retailer with a platform to distinguish it and sends a signal both to the marketplace and employees that it's serious about the content it chooses to promote.