Best Buy's general advertising campaign for the holiday season asked customers to "Open this last," saving the impressive big-ticket gift from Best Buy for the grand finale of gift opening. Our job was to attract customers to BestBuy.com or a store during Black Friday through various channels. Thus, the big idea was formed. We compelled customers to ditch all the lame (non-tech) gifts from competitors in favor of tech from Best Buy, the real gift everyone wishes for.
This is NOT Black Friday (earmuffs, towels, sunglasses, food, etc)
THIS, IS BLACK FRIDAY (tech from Best Buy)
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