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Best Buy campaign celebrates how tech helps customers achieve everyday success

In 2018, Best Buy refreshed its brand to celebrate the new rallying cry: “Let’s talk about what’s possible.”

With this, customers saw our Blue Shirts as the inspiring friend who helps enrich their lives through technology. We also introduced new customer stories with real conversations, and even an updated logo for the first time in decades. All aimed to reflect our human culture and shared mindset of customer obsession.

Now, three years later, we’re ready for the next phase — which, no surprise, focuses on our customers. Specifically, we’re helping them celebrate simple, everyday wins made possible by technology and Best Buy.

We’re not talking about those momentous, record-shattering goals (although tech can often help you with those, too.) We’re talking those small wins within your day that add up to make a big difference — like achieving barista status after making the perfect cup of coffee before a big meeting from your home office or winning the “Rad Dad” award for ordering a projector just in time for family movie night in the backyard.  

“This next phase of our brand campaign puts the spotlight on our customers and helps to remind them how they can become the everyday hero in their own story,” said Molly Kinsella, vice president of creative at Best Buy. “Technology helps make a positive impact in so many of our lives and it’s those little but meaningful moments that we often overlook that really do have a strong impact. Those are the moments we wanted to celebrate.”  

Customers will see new stories like these come to life in our commercials and digital video starting Sept. 26.

At the end of every video, the customer hears a familiar notification — like the ding from a smartwatch — to cue when those special moments are achieved with the help of their technology.

The campaign was directed by Academy Award-winning director Darius Marder.

Here are a couple of the new ads.