My Super Bowl XLV Ad MVP trophy goes to Best Buy.

This ad, featuring Ozzy Osbourne and Justin Bieber, is terrific on many levels:

• Ozzy’s amazing comic acting–the faked(?) cluelessness, the interactions with his wife Sharon, and the ever-present backdrop of his legendary rock-star antics; Ozzy’s long-running role as a parody of himself is brilliant.
• Justin’s comic acting–not bad! He’s going to win over a lot of people with his self-deprecating humor (“He kinda looks like a girl.”). Are we witnessing the next Justin Timberlake? 
• Old meets new: this ad has appeal for kids and teens (Bieber), people in their 20s (Ozzy and Sharon from their many reality TV appearances), and people 30+ (Ozzy from the old days). Brilliant.
• Ozzy’s line, “How many bloody Gs are there?” This line alone is a home run.
• The music–Rossini’s overture from “Barber of Seville.” It’s been used a million times, but in this ad it fits perfectly (in my opinion). Rossini-Osbourne-Bieber. How’s THAT for a trio?

Now for the million-dollar question: What was this ad for? Best Buy, you say? Yes, but which product or service specifically? The correct answer: the ad is for Best Buy’s new Buy Back program. “You buy it now, we buy it back when it’s time to upgrade.” (The subtle “upgrade from Ozzy to Bieber” message is yet another level where this spot works. I know, I know–many of you wouldn’t consider it an upgrade–to each his own!)

Many people probably missed the “Buy Back program” message during the Super Bowl, but I think the brilliance of this spot, from concept through execution, will ensure many repeat viewings. The message should sink in eventually.