And now, for something, er, lighter. These back-to-school posts almost make me wistful for the days when a new pencil case was the joy of my September. But as I have grown, so has the sophistication of academic shopping. To keep with the times, Best Buy is branding themselves America’s go-to “Techfitter” of the season.
To show that they’ll equip students with not only the best technology, but the right technology for their pursuits, CP+B and Best Buy found real students and surprised them with personalized Best Buys, “tech-fitted” to their academic interests in a pair of new Paul Hunter-directed spots. Greg, Aerospace Engineering Major, gets a semi truck parked in front of his house. It opens, and he’s presented with the planetary system, plus a launchable rocket (sadly not available at a Best Buy near you). Lidia, a Marine Biology major, gets an underwater tech experience complete with dolphins and jellyfish. Both personalized surprise scenarios are scattered with Windows 8 laptops and tablets.
Additional spots will air later this month, and my guess is the lucky students will not include an English or PoliSci major, because those experiences would involve sheafs of paper and alcohol. Let’s expect an aspiring architect and an ambitious pre-med; they provide ideal landscapes for Best Buy’s eager urban tech-fitter to make a difference. Credits after the jump.
WORLDWIDE CHIEF CREATIVE OFFICER:
EXECUTIVE CREATIVE DIRECTOR:
ASSOCIATE CREATIVE DIRECTOR:
Rajeev Basu, Mik Malunik, Graham McCann
SR. ART DIRECTOR:
SENIOR INTEGRATED PRODUCER:
VP/GROUP ACCOUNT DIRECTOR:
PRODUCTION COMPANY & CITY:
Prettybird, Los Angeles
DIRECTOR OF PHOTOGRAPHY:
EXECUTIVE PRODUCER (PRODUCTION CO):
Kerstin Emhoff, Ali Brown
EDITORIAL COMPANY & CITY:
NO6, Los Angeles
Comma, Los Angeles
COMPOSER: Josh Good
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