"Enter Weird Al.
Yankovic, who is enjoying a resurgence in popularity, but may be best-known for his Michael Jackson "Beat It" parody dubbed "Eat It," declined to be interviewed for this story. But Warren says that Yankovic, who hasn't appeared in an ad since a Diet Coke spot in 1984, is a huge fan of RadioShack.
"He's tech-savvy, smart and a social media guru," says Warren. "I don't think there could be a better fit for our brand right now." He's got more than 3.5 million Twitter followers and 1.6 million Facebook fans.
In the spot, filmed last week in Los Angeles, Yankovic breaks into a high-energy song (to the tune of "Toyland") when a RadioShack customer asks if the store carries heliquads, an interactive, remote-controlled helicopter. Yankovic sings that RadioShack is the perfect spot to find gifts for boys, girls "and even cousin Bob, who's 23 and lives at home."
Beyond its advertising, RadioShack also is taking a very different product approach to holiday this year, says Warren. Instead of stocking gobs of merchandise, it is focusing on key products that it thinks will appeal to families, she says. Among those, the Surveyor Drone heliquad at $69.99 and the $99.99 littleBits Kits of smart circuit building blocks for kids.
"We're going to be a lot more strategic this holiday," says Warren.
But one brand guru questions if this will ultimately jolt holiday sales at Radio Shack.
"Weird Al is a great choice because he crosses generations and is part of today's nerd culture," says brand strategist Steven Addis. "But, they've failed to answer the larger question: Why should I go there?"http://www.usatoday.com/story/money/business/2014/11/07/radio-shack-retailing-home-electronics-weird-al-yankovic-holiday-advertising-marketing/18601005/