Mencia also stars in a video short that shows him searching for a Father's Day gift in one of the company's stores. The campaign kicked off about two weeks ago and will live strictly on social media, said Michael Tatelman, RadioShack's new chief marketing officer. He declined to share details on the cost of the ads.
"After RadioShack's successful emergence from bankruptcy as a revitalized company with over 1,700 stores in 1,200 communities, we had to address the reality that many people thought we were no longer in business," Tatelman told CNBC in a statement. "#Radioshackisback is a central pillar of that strategy, and we're very excited by the results."
RadioShack operated more than 4,000 stores before it filed for bankruptcy.
There also are about 700 franchised RadioShack stores across the U.S. still operating. And while the company's website is no longer shoppable, the retailer is working to get it relaunched as soon as possible, hopefully at the end of the third quarter or the start of the fourth, Tatelman said.
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This isn't the first time RadioShack has used celebrities to generate buzz. During the throes of its financial troubles, the company last year ran ads featuring Weird Al Yankovic. Earlier in 2014, it placed a big bet on a Super Bowl ad featuring once-prominent stars from the '80s.
Meanwhile, the old RadioShack, which remains in bankruptcy, is still sorting out its future. The company reached a deal with Standard General in April, through which the hedge fund acquired the inventory and assumed the leases of 1,743 RadioShack stores and exited bankruptcy as a new, separate company. Then in May, Standard General paid $26.2 million for the rights to RadioShack's name.
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Still, the retailer remains a point of conflict. Salus Capital Partners, one of RadioShack's key lenders, recently pressed to have RadioShack's Chapter 11 filing converted into a Chapter 7, or a "liquidation" bankruptcy.
Since then, however, Salus and RadioShack—which formally changed its name to RS Legacy Corp—have decided to hold discussions in hopes of reaching a settlement.