Awkward Pairing or Branding Genius? Justin Bieber and Ozzy Osbourne in Super Bowl Ad–You’ll Never Guess for What Product

Jan 26, 2011  •  Post A Comment

Justin Bieber and Ozzy Osbourne will appear in a Super Bowl ad together, USA Today reports.

According to the report, by the longtime USA Today writer on the ad beat, Bruce Horovitz, "Best Buy today will announce plans to feature teen heartthrob Bieber–along with elder rocker Ozzy Osbourne–in the first Super Bowl commercial for the nation’s largest home electronics chain."

The commercial will  air in the third quarter, and the actual content of the spot remains a secret, the article says.

However Best Buy "wants to evolve into more of an Internet technology expert and service provider. And it wants to skew younger," the article says.

Given that, the idea of pairing Bieber with Osbourne remains a mystery to some experts, the  article notes.

"’If Best Buy wants to be known for its IT services, it’s hard for me to see how Justin Bieber is a match,’ brand guru Martin Lindstrom says. ‘It’s one of the most awkward relationships I’ve heard of in a long time.’ For that matter, Bieber and Osbourne are not likely to appeal to a traditional Super Bowl audience, says Alissa Quart, author of ‘Branded: The Buying and Selling of Teenagers.’ ‘They are both fish out of water in what we imagine a Super Bowl ad should be: babes and beer.’"


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