Even if you’re an Apple “fanboy” you were probably surprised by the enormous reaction and outpouring of sympathies that came with Steve Jobs passing. The advertising team at Best Buy certainly noticed it and has apparently adjusted their strategy for their upcoming Superbowl ad.
Best Buy also took heat during the holiday season after canceling online orders on some products after running out of stock. Though the company said cancellations affected less than one percent of online orders during that time, the backlash spurred Chief Executive Officer Brian Dunn, blogging on Best Buy’s website, to apologize and pledge to fix the misstep.
Last year the electronics giant went with music stars Ozzy Osbourne and Justin Bieber with this ad:
This time around Best Buy says they want to feature the innovators behind the popular technology that they sell. The spot will feature Philippe Kahn, the man behind one of the world’s first camera phones, and Kevin Systrom, developer of Instagram. Best Buy’s U.S. marketing chief, Drew Panayiotou said:
“They may not be at the same level as Steve Jobs, but they created some amazing stuff”
The ad will likely suggest to consumers that the people who created these products believe that the sales staff at Best Buy are going to be the most knowledgeable and trustworthy way of acquiring the product.
What do you think about making the inventors the stars?