'War on Christmas' army attacking Best Buy

The holiday season means traditions. One of the more recent that's fun to watch is the "war on Christmas," with advertisers taking flak for being too inclusive in their holiday messaging. Of course, they just want to sell more stuff. But that hasn't stopped the vigilant WOC shocktroops from going after Gap for having the temerity to urge people to have whatever kind of holiday they want ("Go Christmas, Go Hanukkah, Go Kwanzaa, Go solstice ... go Christmas, go Hanukkah, go whatever holiday you Wannukuh"), an effort that's offensive more for its schmaltziness than anything else. Now, Best Buy is in the crosshairs. The mistake: a lowly circular that says Best Buy offers good cheer for the Muslim holiday of Eid al-Adha. It turns out the retailer has scrubbed any mention of Christmas from its advertising, presenting an interesting double standard. One thing is for sure: There's a fair chance Best Buy is in line for plenty of free media from people like Bill O'Reilly. All those shots of the circular can only drive awareness of those $397 HD televisions. Maybe this is an ingenious viral marketing stunt cooked up by Crispin Porter + Bogusky. I smell an Effie.

—Posted by Brian Morrissey

Previously on AdFreak:
Americans say humbug to 'Happy holidays'

Published on November 24, 2009 | Permalink | Comments (2)
Filed under Best Buy, Controversy, Holidays, Morrissey

Best Buy feels bad about Circuit City, really

More than a few people have detected a whiff of sarcasm in this Best Buy sign, in which the electronics retailer pretends not to be pleased as hell over the demise of a top rival. As College OTR puts it: "Best Buy Making the Most Out of the Recession by Being Dicks." Via BuzzFeed.

—Posted by Tim Nudd

Published on February 4, 2009 | Permalink | Comments (4)
Filed under Best Buy, Circuit City, Nudd

Best Buy lets you weigh in on holiday ads

Looking ahead to what will surely be one of the retail industry's most painful holidays in recent history, Best Buy is trying a doubly charming approach to its seasonal ads. First, the big-box store is going for the soft sell with its “True Stories” campaign, featuring real employees telling real anecdotes of helping customers. Second, the chain’s chief marketing officer is actually soliciting feedback on the rough cuts of the new TV spots. Over on his painfully underdesigned but otherwise commendable blog, CMO Barry Judge invites anyone and everyone to comment on the six rough cuts, although he encourages you to focus on critiquing the campaign as a whole instead of picking apart one spot. Judge notes that there will be other campaigns hitting the traditional messages of big selection and low prices, but he hopes the True Stories ads can “do a better job in telling the people part of our story.” UPDATE: Barry's now taken the rough cuts down, having not secured the proper rights for some of the visuals and/or music. Oof! UPDATE: And now they're back up.

—Posted by David Griner

Published on October 27, 2008 | Permalink | Comments (4)
Filed under Best Buy, Griner

Best Buy tests new logo at Mall of America

Best Buy is trying out a new logo and brand image aimed at classing up the joint a bit. I know, it's hard to imagine anything classier than a two-story, canary-yellow price tag, but apparently it's possible. The new logo first appeared in August with the opening of a new Best Buy location in Minnesota's Mall of America. For now, it's just a one-store test. "Our intent is to get learning in an open way, not necessarily to 'roll out' anything in that store," Best Buy CMO Barry Judge writes on his blog. "I need to emphasize that we have not decided to iterate our logo." According to Brand New, the font is a modified Klavika, if you care about such things. If response to the new look is positive, maybe Best Buy will consider a few more ways to go upscale. A good start might be to quit badgering me about extended warranties like I'm some rube from Glengarry Glen Ross.

—Posted by David Griner

Published on October 15, 2008 | Permalink | Comments (12)
Filed under Best Buy, Griner, Logos