Guys get a helping hand, electronically, from Best Buy Co. in the retailer's first magazine advertising. The multimillion-dollar campaign, tagged "Turn on the fun," places males in situations where Best Buy wares provide a much-needed diversion. Another ad has a student in headphones in his dorm room, while his roommate and a lady friend lie in bed 3 feet away. Best Buy created the ads in-house. Copywriters: Brian Burns, Casey Fluegge. Art directors: Guy Johnson, Chris Harrison.