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Radio Shack Gives Heroes A Bad Name


The Radio Shack “Holiday Heroes” spots give advertising and marketing a bad name.

The handful of spots in the series go bad for two fundamental reasons:

  • Missing in action…unique selling proposition. Radio Shack sells technology commodities. The spots do nothing to distinguish Radio Shack from any other source of cell phones, TV’s, etc.
  • Creative execution is dumb…as the “giver” morphs into some kind of goofy super hero a goofy pose is struck (complete with hip gyrations or martial arts moves). One can’t help but feel embarrassed for the “receiver”.

It’s unlikely even the use of Lance Armstrong in one of the spots will salvage Radio Shack’s holiday season. You be the judge.

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