What a difference a year makes. Best Buy went from the star power and bizarre juxtaposition of Justin Bieber and Ozzy Osbourne in their Super Bowl XLV ad one year ago, to a Super Bowl XLVI ad featuring a bunch of guys you might not have ever heard of, until now. Highlights included Philippe Kahn, creator of the smartphone, Kevin Systrom, co-founder of Instagram, and Jim McKelvey, co-founder of the mobile payment processing company Square.
Joining them were Ray Kurzweil, creator of text-to-speech technology that has been indispensable for countless people with disabilities, the co-founders of music service Shazam, and Neil Papworth, who created the first SMS text message.
The celebrity vein didn’t go completely untapped, though – Best Buy took a little jab at Alec Baldwin’s American Airlines fiasco by featuring Paul and David Bettner, creators of Words With Friends, who show off their invaluable contribution to the world of tech on an airplane. Naturally, a stern reprimand from a flight attendant follows. Hey, if the creators of Words With Friends can play ball with those strict airline rules, what’s Baldwin’s excuse?