Best Buy Co., Eden Prairie, Minn., is set to unleash the first elements ofa $100 million-plus multimedia brand campaign Jan. 9 when the technologyretailer breaks the first of three new TV spots. The campaign, createdin-house, positions various electronics products as the heroes of people'slives. The new tag is "Turn on the fun." The creative represents adeparture from the iconic "Idea Box" mascot, which had been a cornerstoneof the chain's advertising. Quirky and funny, one new TV spot shows a guyvacuuming while listening to music on his portable MP3 music player. Thevacuum gets unplugged, but the guy doesn't realize it since he's jammingaway to tunes on the player. The retailer will preview the effort onThursday, the opening day of the International Consumer Electronics Show inLas Vegas.
Copyright January 2000, Crain Communications Inc.