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RadioShack Wins With Self-deprecating ’80s Super Bowl Spot

Before CEO Joe Magnacca took the helm of Fort Worth-based RadioShack in February 2013, the outdated tech retailer was toeing the line of irrelevance and in dire need of a refresh. During last night’s Super Bowl XLVIII, RadioShack unveiled this ad to some 108 million viewers and hilariously confronted its lackluster reputation through a successful ’80s throwback.

As the former Walgreens exec said in the October 2013 issue of D CEO, “We sit in a relevant space, the technology space, but for a time we’ve had an irrelevant brand. Our job is to revive that brand.”

The Super Bowl ad, which was produced by Austin-based GSD&M, has been hailed as one of the night’s favorites. Might the world now be ready for a new dawn of RadioShack?