Advertising Age reports that Best Buy will advertise during the Super Bowl for the first time in the company's history. The reason being that Best Buy has news that the company claims will revolutionize retailing. The company bought one 30-second spot that is set to run during the third quarter of Super Bowl XLV.

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"We feel like we have really big news that will revolutionize retailing," said Drew Panayiotou, senior VP: U.S. marketing. "It's innovative; it's first ever. That's why the stage is so important for us...[The Super Bowl] is still one of the best places for big news, and probably getting more important because of fragmentation."

The spot is said to kick of a new campaign that is set to run throughout next year.

Best Buy has been investing more in TV this year, following the program of a new marketing model designed to move away from newspaper and magazine inserts. The television focus has been particularly strong during this holiday season, with Best Buy running two different campaigns at the same time starting from November 1st.

The question remains: what is Best Buy going to present at the Super Bowl?