Best Buy Returning To Super Bowl For Second Straight Year With 30-Second Spot

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,” according to Natalie Zmuda of AD AGE. The retailer made its Super Bowl debut during last year's game. Best Buy CMO Barry Judge said that the company “has plans to focus on a new launch during the spot.” Judge: "We think we have something interesting and new to say, and it's going to be about a new thing we're going to launch. If we weren't launching it, we wouldn't be doing it.” Judge said that “once the upcoming holiday campaign is finalized, he'll begin focusing on the creative concept for Super Bowl.” Zmuda noted Judge will also “be thinking of ways to maximize exposure beyond just the commercial.” Judge: "There's a way to get much more out of it than you could in the past." Crispin Porter & Bogusky will “again handle creative on the Super Bowl spot” (ADAGE.com, 11/7).