Adam Devine Brings a Fresh Take to the Back-to-School Experience for Best Buy

Actor Shows 'How to College' in Humorous Ads

Published On
Jul 15, 2016

Editor's Pick

Bribing ethics professors with smartphones, autotuning presentations and using noise-canceling headphones to ignore the rantings of new roommates are just a few of the ways Best Buy is encouraging shoppers to do college with comedian and actor Adam Devine.

The Richfield, Minn.-based electronics retailer rolled out its back-to-school effort with a series of humorous spots out of Grey New York starring Mr. Devine, known for "Modern Family," "Workaholics" and new film "Mike and Dave Need Wedding Dates."

"We're excited to tell the story of how Best Buy makes it easy for students and parents to learn about and enjoy the best technology as they head back to school," said Greg Revelle, Best Buy chief marketing officer, in a statement. "We wanted to create a campaign that brings this to life and that tech fans will love to watch. Adam Devine's sense of humor helps us show that the back to school season can be fun and easy."

The ads strengthen Best Buy's strategy of attracting millennial consumers by tapping a younger star like Mr. Devine, who is also appearing in a new campaign from insurer Allstate.

"It rides that line between high school and college," said Lisa Topol, exec creative director at Grey. "We throw around the term 'millennial,' but the truth is, Adam is funny to millennials and just funny to everyone." She noted that while shooting the spot on campus, Mr. Devine was bumrushed by a tour of students.

The first spots will debut digitally on Sunday; one spot will begin airing on TV in August. The campaign also includes a social media component with hashtag #howtocollege and an "Adamojis" app that shoppers can download.

Best Buy had also worked with Grey on its holiday campaign from last year.


Jul 15, 2016
Brand :
Best Buy
Client :
Best Buy
Agency :
Grey-New York
Chief Creative Officer :
Andreas Dahlqvist
Executive Creative Director :
Derek Barnes
Executive Creative Director :
Lisa Topol
Creative Director :
Karl Haddad
Creative Director :
Kevin Kearse
Copywriter :
Stu Rubin
Executive Strategic Director :
Tony Lederer
Director, Strategy :
Michelle Leo
Associate Director, Social Media :
Scott Barrett
Content Strategist :
Mark Jacob
Associate Director, Project Management :
Michelle Moscone
Vice President, Production :
Romeo Joven
Producer :
Jennifer Truss
Producer Assistant :
Jared Sichel
Broadcast Business Manager :
Cecelia Critchley
Executive Vice President, Account Director :
Marnie Kain Cacossa
Vice President, Account Director :
Kate Nielsen
Account Supervisor :
Rachel Ryan
Account Executive :
Jennifer Consaga
Activation :
Amy Tunick
Public Relations :
Amy Tunick
Talent Manager :
Michelle Overall
Licensing :
Michelle Overall
President :
Amy Tunick
Digital Production Director :
Kristen Finch
Senior Strategist :
Mark Goedicke
Mobile and Connected Experience :
Mark Goedicke
Director :
Neal Brennan
Production Company :
Executive Producer :
Michael Sagol
Executive Producer :
Jasper Thomlinson
Head of Production :
Kelly Bowen
Producer :
Michele Abbott
Production Supervisor :
Brian Wacek
Editorial :
Spot Welders
Sound Director :
Sound Lounge
Chief Creative Officer :
Tomasz Nowak
Director, Brand Advertising :
Sam Bennett
Marketing Manager of Production :
Jackie Osking
Marketing Manager :
Sofya Vannelli
Associate Marketing Manager :
Sam Heitke
Principal Talent :
Adam Devine
Finishing :
Method Studios
Executive Producer :
Angela Lupo
Producer :
Matthew Engel
Visual Effects Artist :
Tom McCullough
Color :
Company 3
Colorist :
Siggy Ferstl
Producer :
Matt Moran
Associate Creative Director :
Katie Jensen
Associate Creative Director :
Ani Munoz
Art Director :
Aimee Perrin
Art Director :
Karl Haddad
Copywriter :
Kevin Kearse
Art Director :
Katie Jensen
Copywriter :
Ani Munoz

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