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Best Buy breaks Best Gifts campaign

Electronics retailer Best Buy Canada has begun a holiday season campaign called "Best Gifts." Developed by Union Advertising Canada of Toronto, the campaign consists of a 30-second television commercial depicting an unseen gift being purchased, wrapped and then unwrapped. A 15-second version has also been produced. The television creative will be accompanied by a 30-second radio ad that will air nationally. The campaign is an extension of new branding introduced by the chain this fall and intended to differentiate Best Buy from other technology retailers. Media buying is being conducted by Media Experts, while public relations are being handled by Veritas Communications. Digital and social media elements are being handled in-house.

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