The Spot: Gifts That Do

Electronics inspire real people to do great things in Best Buy's holiday ads

IDEA: In so many holiday ads, the moment of gift giving is the culmination of the journey—an easily exploited emotional high point for those giving and receiving. In Best Buy's new spot (running as a :30 and a :60), it's just the beginning of the story. The focus isn't the technology inside the latest gadgets but the amazing, unexpected things you can do with it—things the retailer, while serving as a knowledgeable guide, could never have predicted. Crispin Porter + Bogusky scoured the country looking for real people who have done inspiring things with gifts they received—finding, among many others, Claire Jantzen, a 13-year-old digital photographer; and Brian Jones, who used his laptop to help turn the house from A Christmas Story into a museum. The theme is: "What will your gift do?" "It's a simple message," said CP+B creative director Dave Cook. "It pushes people to think about giving in a way that could actually lead to something great."

@nudd Tim Nudd is a former creative editor of Adweek.