Who: Best Buy, with DonerNorth for strategy and creative; Partners Film for production (directed by Arno Salters), Married to Giants, The Vanity, and Wingman for post-production, Grayson Matthews for audio, and OMD for media.

What: “Gifts That Land,” a holiday campaign about the joy that comes from finding the perfect gift for loved ones. (Also, our first official holiday campaign pitch of 2023.)

When & Where: The campaign launches on Friday across TV, online video and social channels.

Why: While shopping for presents can be a stressful undertaking for many, Best Buy contends that shopping can actually be fun thanks to its wide selection of technology gifts, and staff who offer the best shopping advice.

“Holiday shopping is as much about the thrill of finding a gift you’re excited to give as the moment of exhilaration when you open something you really want,” said senior director of marketing James Pelletier.

How: The campaign is anchored by a 30-second spot (with cutdowns) that shows a dad shopping for his family at Best Buy. With each gift purchased, the scene literally turns upside down to show the gift being received on Christmas morning.

“Finding the perfect gift is exciting. We needed a spot that matched that energy,” said Jill Mack, creative director at DonerNorth. “The turning technique gives a nod to the almost automatic nature of this cause and effect. It makes the message crystal clear—buy an amazing gift at Best Buy, have an amazing gift-opening moment.”