Best Buy's Super Bowl ad with Amy Poehler missed the mark, critics say
Best Buy Co. Inc.’s Super Bowl ad featured a whole lot of Amy Poehler. Problem was, there was not nearly enough of Best Buy.
The Richfield-based consumer electronics retailer spent an estimated $4 million to air the 30-second spot during the Super Bowl, the most watched televised event of the year. And while Poehler made the most of her appearance, advertising experts say the “Saturday Night Live” and “Parks and Recreation” comedian failed to show what Best Buy does best: Woo shoppers with its product expertise.
“If you are going to spend $4 million on a Super Bowl ad, you need to get customers excited about your products and services,” said Bill Day, executive director of Frank N. Magid Associates, a Minneapolis-based consumer research and consulting firm.
In the spot, Poehler asked a Blue Shirt a series of rapid-fire questions about products like smartphones, televisions and e-readers, some vaguely sexual.
“Does this [e-reader] read ‘Fifty Shades of Grey’ in a sexy voice?” Poehler asks.
“No,” the Blue Shirt said.
“Will you?” Poehler asks suggestively.
Best Buy officials say they were pleased with Poehler’s performance, as well as the feedback they’ve received from the ad.
“Our Super Bowl ad asked questions, in a tongue in-cheek manner, that many customers have every day, and many viewers told us that they loved how Amy was able to convey that,” said company spokeswoman Amy von Walter.
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