Best Buy Canada is brightening the holiday season in a very literal way.
To celebrate the easing of lockdowns and a return to holiday status quo, Best Buy’s latest Holiday campaign is an ode to the magic that happens when someone finds the perfect gift, and the moment it creates between the giver and the receiver.
In the spot, a youngster opens a present under the tree. The gift, the tree and his face light up, with the tagline, “gifts that make the holidays bright.”
The creative was led by Toronto-based agency DonerNorth in partnership with Best Buy Canada.
Justin Turco, DonerNorth CD, says that for holiday spots, it gives the agency an opportunity to add a bit more charm to make the creative stand out. “It’s exciting and energetic, and it’s going to make people smile around the holidays. It’s a light we’re using to guide us,” Turco says.
The Christmas season marks an important occasion for Best Buy, and the brand is keen to get to market in a timely fashion. In fact, Best Buy Canada just announced it is launching a new event, “Black Friday Starts Now” and products will be marked with a “Black Friday Price Now” signifier. Two years ago, the retailer announced that it would be creating “Black Friday Month,” letting consumers know there wasn’t any rush to get in-demand electronics and deals.
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The campaign is in market with a television spot, online video and social.
According to Turco, TV has always worked well for the brand in the past and it wanted to keep the momentum going to attract its core group of tech enthusiasts.
This fall, Best Buy tapped a TikTok trend of quick transitions to reach younger buyers, built around the insight that helping someone find the right tech can be the key to unlock their potential.
DonerNorth is a Toronto- and Montreal-based communications agency, part of Stagwell’s Doner Partners Network (DPN). Media Experts handled the buy side.
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