Best Buy announced plans to feature Justin Bieber and Ozzy Osbourne in its first ever Super Bowl commercial to air during the big game's third quarter.

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"Justin Bieber is the biggest star out there, but that's not why he's in the spot," marketing chief Drew Panayiotou told USA Today. "He symbolically represents something important to the brand message."

Best Buy's linking up with the 16-year-old Bieber is intended to lean away from its established big-box image to more of a youth-oriented Internet technology and service provider, the newspaper said.

There was no mention of why Osbourne was picked.

Company executives declined to cite a monetary figure, but Noreen Jenney Laffey of Celebrity Endorsement Network estimates Best Buy is paying Bieber in the neighborhood of $1 million.

"Justin Bieber is hotter than hot," Laffey says. "Clearly, the ad will get attention."

But some brand marketers are skeptical.

"If Best Buy wants to be known for its IT services, it's hard for me to see how Justin Bieber is a match," brand guru Martin Lindstrom says. "It's one of the most awkward relationships I've heard of in a long time."