Best Buy takes a creative turn to amplify the joy of finding gifts

Best Buy Canada is putting a new spin on holiday campaign work.

The tech retailer’s latest creative shows a dad hunting for gifts. The moment he grabs a perfect one, it sets his holidays in motion, turning him clockwise to place him in the scene where he gives the present.

Daniel Bennett, creative director for DonerNorth, the shop behind the work, tells strategy the concept was a fun way to convey the joy of finding the perfect gift, and marrying it to the idea of receiving the perfect gift.

The camera rotation technique was inspired by a conceit used in shows like Atlanta, starring Donald Glover, and others.

“It was something totally new to me as an art director,” says Bennett, who assumed the role of Doner’s CD in June, after holding ACD and senior art director posts at different shops.

The creative also features assuring ‘blue shirts,’ staff members depicted in Best Buy campaigns, who help tech buyers and who were last showcased in a spot the retailer ran this spring.

“We felt like it came across as super friendly,” says Bennett.

The campaign is launching today with a TV spot, online video and social. There are also 15- and 6-second cutdowns.

The brand wants to hit the family market in addition to those who are more tech-inclined or tech-obsessed.

OMD handled media planning and buying.