By Jack Neff
Published: Feb. 18, 2014

After years as the butt of other people’s jokes, RadioShack spent $4 million on a Super Bowl ad earlier this month to make fun of itself, opening with this line: “The ’80s called: They want their store back.”

Developed on the recommendation of agency GSD&M late last year and never copy tested, the ad risked reinforcing an image RadioShack CMO Jennifer Warren had heard countless times from shoppers since she took the job nine months ago. But it was really about announcing to as many people as fast as possible that RadioShack is remaking its stores, merchandise and image…

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