Who: Best Buy and Union for creative, Media Experts for media planning and buying.

What: A new fall ad campaign that shows how Best Buy employees understand the technology they sell in stores because they use it at home.

When & Where: The campaign began Monday on TV, pre-roll and social, running until Oct. 20.

Why: Electronics is a competitive space, and Best Buy believes that good old-fashioned customer service, delivered by its “Blue Shirt Advisors,” is an important differentiator. “In the past [Best Buy] ads have been more product focused. The key difference is that the Blue Shirt Advisor is at the centre of this ad, not the tech products,” explained Kristine Lafreniere, account director at Union. “It more clearly articulates that the knowledgeable advice available at Best Buy is what makes our brand stand out.”

How: The ad shows a Best Buy employee talking with customers about technology, and using the same tech to put together a birthday dinner for her boyfriend. Technology featured in the spot includes Phillips Hue Smart Lights, a Samsung Family Hub Smart Fridge, and a Microsoft Surface Tablet.

The music: An original track created by SNDWRx. “We wanted a friendly, welcoming track with lyrics that nod to the anticipation of a special evening at home where everything is ‘just right,’” said Taylor Squires, account supervisor at Union.

Quote: “Our employees, and their expertise, is what sets us apart from our competitors… Being able to ask a person what they use in their own home makes customers more comfortable with their tech-buying decisions.” —James Pelletier, director of marketing for Best Buy Canada.