Dive Brief:
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RadioShack has brought on comedian and singer Weird Al Yankovic to provide comic relief to its holiday ads.
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The move reflects the retailer’s approach to its merchandising this year, which will include some quirky electronics and toys that could appeal to several generations.
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The struggling retailer recently hired a turnaround expert and may finally implement some planned cost-cutting measures after renegotiating loan terms.
Dive Insight:
RadioShack’s holiday spot, “Toyland,” is a manic attention-getter that in a way shows the retailer is serious about its turnaround. It’s a move similar to its self-deprecating Super Bowl ad last year.
But this is Weird Al — for years now, and again lately with hit records and videos, Weird Al has proven to have a knack for clowning parodies that are appreciated by people of all ages.