This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

RadioShack's Super Bowl Comeback

NEW YORK (TheStreet) -- Amid Monday's market selloff was one little -- in terms of market cap -- but well-known struggling retailer, RadioShack (RSH), which finished the day up more than 3%.

Usually, when markets sell off so broadly, the lower quality and smaller companies suffer the most damage, but not yesterday for RadioShack.

The company's fall from grace is well documented; its countdown to extinction is a couple years old by now. So, why was the company in positive territory yesterday, a day that had some in fear that the sky is falling? Three words, Super Bowl commercial.

In one of the better ads this year, and in self-deprecating fashion, the company acknowledged what we already know -- that its stores are outdated and in need of a major update.

The ad featured several 1980s-era celebrities, such as John Ratzenberger as Cliff Clavin from Cheers, Hulk Hogan, Mary Lou Retton, Dee Snyder from Twisted Sister, Erik Estrada from CHiPs, along with characters such as Alf and Chuckie from the Child's Play movies, arriving at a store and representing the 1980s to take their store back.

The gang arrives, empties the entire contents of the store and carries some of it away on top of a DeLorean. The ad ends with a voice saying "It's time for a new RadioShack," and we are then given a glimpse of what a newer version of the stores will look like.

It was a brilliant ad, viewed by millions. Whether it will get customers back into the stores remains to be seen, but it may have created at least some level of curiosity. That's what RadioShack needs at this point. It needs to shake its image as the store few want to visit.

While I don't believe the company is on its last leg at this point, it doesn't have the benefit of several years to accomplish a turnaround. The company needs to show some progress soon. From a marketing standpoint, the Super Bowl ad, as expensive as it was, appears to have been money well spent. Time will tell.


1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,973.73 -8.86 -0.05%
S&P 500 1,976.99 -1.92 -0.10%
NASDAQ 4,451.7290 +6.82 0.15%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs