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Why RadioShack (RSH) is Jumping on Monday

Stocks in this article: RSH

NEW YORK (TheStreet) -- It shoots, it scores. RadioShack (RSH) is popping on Monday after its Super Bowl advertisement was declared a winner. The 60-second spot poked fun at the retailer's dated stores, having 1980s stars including wrestler Hulk Hogan, Alf and Mary Lou Retton storm the store to "take back" their technology.

And it was a winner, according to Twitter.

The advertising campaign marks RadioShack's foray into a rebranding.

"This is a bold, strategic move for RadioShack, and we're using the Super Bowl as the platform to get people to rethink RadioShack," said chief marketing officer Jennifer Warren in a statement. "It's out with the old and in with the new."

CEO Joe Magnacca added, "We wanted to directly address outdated perceptions of RadioShack... We have committed significant work in stores across the country, with design and product assortment, as part of our turnaround effort."

Over 2013, the company updated nearly all 4,300 U.S. company-owned stores, including more than 100 concept and brand statement stores with redesigned interiors and new exterior signage.

By midday, shares have popped 6.7% to $2.56.

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