Best Buy's Holiday Ad Campaign Confronts 2020
For its holiday ad campaign, Best Buy has released a series of short, stop-motion animated videos referencing the whirlwind of a year consumers faced in 2020.
Each ad begins with a shopper asking a Best Buy employee for holiday gift advice, with some of the inquiries addressing tech needs brought on by the COVID-19 pandemic. A Best Buy associate then provides a solution, such as a Nintendo Switch for a mother who enjoys gaming or an air fryer for a brother who needs help in the kitchen.
The campaign launched with a 60-second TV spot called “Silver Linings” (view video below), in which a young girl shares how the pandemic has pushed her family to get to know each other better and ponders what they might want for the holidays.
Another 30-second ad dubbed "Go Big this Year" stars a father whose family vacation plans to Hawaii were scrapped due to the pandemic (view video below). The Best Buy associate in this case suggests a big LG OLED TV for the family.
“A lot is different this year, but our customers tell us they’re still looking for and hoping for some of that holiday magic,” chief marketing officer Frank Crowson said in a recent post to the retailer’s corporate blog. “We’re really excited about how these ads tell stories with that holiday spirit while acknowledging the unique times we’re living in.”
Best Buy's creative team worked with Ming Creative Studios to produce these spots as well as with in-house inclusion and diversity teams to ensure the characters reflect the communities the retailer serves, according to the blog post. In addition to the TV spots, the campaign spans digital ads and in-store signage, as well as media and influencer partnerships.
Additionally, Best Buy has taken a slew of measures to make holiday shopping easier this year, with a focus on fulfillment. The electronics retailer has:
- extended its curbside service to be available before and after store hours during the final few weeks of the holiday season.
- expanded same-day and next-day delivery options, with shoppers able to checkout as late as 3 p.m. local time and receive orders by 9 p.m.
- added Instacart to its list of third-party fulfillment providers, which also include Roadie and Shipt.
- its employees delivering local orders to shopper homes until 10:30 p.m.
- rolled out more ship-from-store hub locations and is testing new store formats that function primarily as fulfillment hubs.