Crispin Porter + Bogusky has revealed some details of its upcoming Super Bowl spot for Best Buy—the electronics retailer's second straight appearance in the big game. Last year's spot, starring Ozzy Osbourne and Justin Bieber, launched Best Buy's Buy Back trade-in program. This year's ad will celebrate the ideas and inventions of people who changed the course of mobile technology—the "rock stars of technology." The spot will salute people like Philippe Kahn (above), creator of the camera phone; Kevin Systrom, creator of Instagram; and Jim McKelvey (below), co-founder of Square mobile. The agency says it was initially inspired by the legacy of Steve Jobs and other "change masters" whose ideas impact so many. Best Buy believes it is uniquely qualified to tell this story because of the role it plays in connecting people to new technologies.
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