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Best Buy’s 2020 holiday ads reflect ‘unique times we’re living in’

With a playful nod to children’s letters to Santa, Best Buy’s holiday ads are bringing some holiday cheer while also reflecting the unique aspects of life in 2020.

The “Dear Best Buy” campaign was created using stop-motion animation, with sets and characters rendered in miniature by top animators from the feature film world. We worked closely with our inclusion and diversity team to make sure the characters authentically represent the communities we serve, and we hired voiceover talent that aligned with characters.

“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. “We’re really excited about how these ads tell stories with that holiday spirit while acknowledging the unique times we’re living in.”

Each ad begins with a customer asking Best Buy for holiday gifting advice, including some aimed at addressing the specific tech needs of life during a pandemic. Then, a knowledge and helpful Best Buy employee provides some recommendations.

The campaign kicked off with a charming long-form spot called “Silver Linings.” In it, a sweet, optimistic young girl shares how she’s gotten to know her family — and what they might want for the holidays — better as they’ve spent more time together this year.

The Best Buy creative team worked with Ming Creative Studios to produce these spots. The campaign includes TV commercials, digital ads and in-store signage, as well as media and influencer partnerships.

Here’s a quick look at one of the new ads.

Click here for tips on holiday gifting.