RadioShack Adds A-Rod & Others to Campaign

RadioShack will augment its TV commercial campaign featuring Terri Hatcher and Howie Long with seven new spots in which Texas Rangers shortstop Alex Rodriguez, actors Daisy Fuentes and Ving Rhames, singer/actress Vanessa Williams and musician Eric Benet appear.

The ads will break May 4th via RadioShack’s in-house agency Circle R Group and tout the retailer’s Major League Baseball sponsorship. RadioShack, which earlier this year signed a multi-year agreement to become the “Official Electronics Store” of MLB and, will sponsor MLB’s online balloting for the All-Star Game.

Hatcher, Long, Rhames and Williams will also appear in TV spots next week spotlighting Verizon Wireless’ store-within-a-store at RadioShack. About 5,000 of RadioShack’s 7,000-plus stores will host Verizon Wireless. The new campaign will also be backed by Benet’s rendition of Marvin Gaye’s What’s Going On?

“It’s a double-entendre,” said Jim McDonald, svp-marketing and advertising for the Fort Worth, Texas, retailer of the theme. “It’s a call to action and also a message that RadioShack is not just a place you go when you need a gadget.” McDonald added that the Hatcher-Long campaign, in the tradition of Polaroid’s ’70s spots featuring a bantering James Garner and Mariette Hartley, has been well received. “Everytime it’s on the air, our sales start hopping,” he said.

Meanwhile, a Father’s Day spot will feature footage taken by millionaire Dennis Tito aboard the Russian Soyez spacecraft.

RadioShack spent $190 million last year, per Competitive Media Reporting.