Best Buy looks to the future in back-to-school campaign

Who: Best Buy, with DonerNorth for strategy and creative, Animals for production, Married to Giants for post production, VFX by Wingman, Audio by Grayson Matthews, and media by Media Experts.

What: “See Your Future Take Flight,” the electronic retailer’s back-to-school campaign, which features a hopeful tone about life returning to normal after two years of pandemic back-to-school campaigns.

When & Where: The campaign launched July 25 and is running until Sept. 11 on TV, with cutdowns for online video and social.

Why: After the past two highly unusual back-to-school seasons, Best Buy believes people are eager for a fresh start and ready to begin thinking about the future. It wants to show how it can help them get there.

“For many of us, the past two years have often felt like a holding pattern,” said Best Buy’s director of marketing, James Pelletier. “This September season is taking on a more significant meaning for all of us, and we see it as an opportunity to encourage our customers to have bigger ambitions and achieve bigger dreams through technology.”

How: The campaign is led by a 30-second TV spot featuring a young woman in a Best Buy store. She imagines some of her future possibilities—depicted using TikTok style transitions—and in each case she’s being helped along with Best Buy technology, from tablets and phones, to laptops and fitness trackers.

“The right tech can be the key to unlock someone’s potential. That’s the idea we wanted to bring to life for this commercial,” said Lance Martin, CCO at DonerNorth in the release. “We landed on this transition style to give the spot the energy you expect from a Best Buy commercial, while also being a great vehicle to show our hero imagining all of the different paths tech could take her.”

And we quote: “Whether you want to change careers, pursue a new passion or uproot your entire life, Best Buy can be the launching pad to achieving those pursuits by providing the tech needed to succeed,” said Pelletier.

David Brown