The 30-second spot is a creative change in direction for the retailer, which tapped Ozzy Osbourne and Justin Bieber last year to promote its Buy Back trade-in program. A rep for Crispin Porter + Bogusky, the ad agency that created that and this year's spot, says Steve Jobs was an initial inspiration.
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"From iconic apps to inventions like SMS messaging we can’t live without, we’re putting a name and face to these amazing (and often unsung) innovators of mobile technology," the rep said.
Such innovators include Philippe Kahn, creator of the camera phone; Kevin Systrom, founder of Instagram; and Jim McKelvey, co-founder of Square. The rep declined to provide further details about the ad, though a video might be available soon.
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Kahn is credited with developing the first cameraphone in 1997 and is currently the CEO of Fullpower Technologies. Systrom, meanwhile, created Instagram with Mike Krieger and launched the popular photo-sharing app in October 2010. McKelvey founded Square, the mobile payment solution, with Twitter co-founder Jack Dorsey in 2009.
According to a report in Bloomberg, Best Buy was planning to hire a celeb spokesman for its Super Bowl ad, but switched course after Steve Jobs's death on Oct. 5. At that point, Best Buy chief marketing officer Drew Panayiotou, "realized Silicon Valley inventors are today's stars."
The ad comes as sales have slowed for the retail chain. Analysts are projected an increase of 2.6% for Best Buy's sals in the fiscal year ending Feb. 25, followed by a gain of less than 1% for the following year. The chain also generated some bad pr over the holidays after it was unable to fulfill all its customers' online orders during the holidays.
This ad from 2006 shows off a Sprint phone's advanced theft-deterring technology.
Image courtesy of Flickr, Kevin Dooley
This story originally published on Mashable here.