As is my new custom, the following are a range of rough cuts from close to final to more rough versions of TV spots planned to run in January and February. Our first spot actually began running yesterday as I saw it while watching Desperate Housewives. This campaign is titled, “True Stories,” and began running in November as part of our holiday advertising campaign. The intent for our communication messaging is to convey three important ideas. One, you can trust us to always have your best interests in mind. Two, we have a unique take on how technology and entertainment can make your life better and finally, you can always expect to find great prices. Ultimately our expectation is that, you walk out of the store happier, than when you came in.
As I’ve posted before, I believe our people are the most compelling reason to choose Best Buy over competitors. We need to do a better job in telling the people part of our story. And based upon the stories I’ve heard, I know there is a great story to tell. “True Stories,” focuses on our people telling their true story on how they helped customers. We have other work that hits harder at the great prices message that is also necessary. Look forward to your comments.
[...] Best Buy’s CMO, Barry Judge (@BestBuyCMO) has reached out to Twitter users to get a quick assessment of his new ad spots. [...]
I have a pretty fast connection but this is a lot to download. Maybe try separate links?
great ads…they seem really modern. i like how the story plays in the background of the second one, definitely makes it easier to follow than the first.
Please post about your commercial that misrepresents Best Buy’s connection with the military. Service members deserve an apology about your misrepresentation. This isn’t just going to go away.
I myself find it hard to believe. I have a son who has worked at best buy for 5 years+ he loves his job and the people he works with. Then there our daughter who started BB about 3 years ago she got sick with Pulmonary Embolisim my husband just lost his job. we had no insurance. Best Buy Found out and hired our daughter on as full time which entitled her to full bennifits. Im sure my family is not the only the BIG COMPANY HAS CARED FOR THANK U BEST BUY
Matt:
Sorry that you were offended. It was not our intent. Our goal was authentic storytelling. We wanted our customers to hear the voices of our real employees talking about their real experiences with customers. No actors. Just real world experiences. The employee from our Killeen, TX store (the store is very near the base and many of the customers are in the military; and Stephen’s (the Best buy employee telling the story) Dad is a 20 plus year military veteran) was so passionate about his personal experiences in helping military family members find great gifts at Best Buy that we wanted to capture his enthusiasm and energy in an ad. We thought he was a excellent representative of the Best Buy brand.
The response to this ad from customers, including many serving in the armed forces, has been positive. I apologize if you feel that this ad is disrespectful to those in the military. We are grateful for their service to this country.
Barry,
I like how you have reached out to Twitter to see what the reaction is there. While the ads are ok, having those three goals to accomplish is quite a challenge through these ads. Are these three goals consistent with past advertisements and are they important for your future ads? I guess I am looking for consistency? What are your thoughts?
These ads do not address all three goals as I mentioned above. These focus on building trust and reinforcing our ability to suggest solutions for your technology dreams. we have other advertising that gets at price and value.
Barry, my wife recieved a $50 gift card to Best Buy from her employees. Her comment after Circuit City went down? “I better get to Best Buy and use that card before they go out of business too.” You might want to use social media to communicate that despite the fact the company has had layoffs, Best Buy is marching ahead. Also the challenge with so many electronics products is that they’re optional or discretionary purchases – and easy to cut out. I see your Tweets but those are yours as CMO. If Best Buy does not use Twitter to reach customers to move their thinking and decisions forward on electronics products, it might be worth considering. Two different thoughts here, and I hope neither is presumptuous.
Barry,
Maybe you can help me out here. I just saw the televised version of the ad about the huge football fan husband who sold his “season tickets” to pay for his wedding. I noted that the story was from the Westwood, Ca. I am confused because Los Angeles does not have an NFL team. What season tickets were sold? College tickets? Also, if they were so strapped for cash, how did the wife afford a 60″ plasma TV?
Barry,
I am commenting because I have been so MAD at TV ads lately. They are showing situations that should not be aired during hours that young viewers are watching. They seem to think nudity is what sells. It’s awsome to see someone like Best Buy trying to show real life in a way that is positive. These are great. I’m not sure about the catch line “You, Happier”, I don’t need a TV or Computer to be happier. Too bad you can’t call me, I’d give you a real catch line! All and all I think these are really good.
Agreeing with Jeremiah, I am having a hard time understanding why someone would have to sell their season tickets to pay off their wedding, and then go out and buy a 60″ Pioneer. Also I find the story about the 73″ and 11 40″ TV’s just a wee bit hard to believe. Along with multiple Blu-Ray and DirectTV boxes? Right…
I find it hard to believe that the grandmother’s goal for her grand daughter is for her to date a Best Buy salesman – but that’s just me and my credibility perception.
My name is Michael Waitt and I am an Associate Producer with Zoom In Online™, an online content network geared toward creative professionals. Sorry to contact you this way but I am writing in hopes that you as well as a couple of Best Buy producers/executives will join us for our upcoming video series, Traditional Media in Transition (TMIT).
The weekly series profiles innovative projects and industry leaders who are pioneering the shift in media from print and broadcast to web and mobile devices. Best Buy will be featured prominently in an episode that will focus on the decisions and processes of said transition.
We’re setting up times to interview in the coming weeks and would be appreciative of anyone who could set aside time for an interview. Other guests for the series include Nickelodeon, Blip.tv, Ben Karlin and @radical.media. From Best Buy, we are hoping to speak with you as well as executives, producers and/or anyone else who you feel would be knowledgeable for an interview such as this.
Thank you so much for your time and if there’s a better way to contact you about this please let me know.
You can send me a email through Twitter. My handle is @BestBuyCMO.