• by Sarah Mahoney , November 4, 2020

With all the sucker punches 2020 has dealt the world so far, new holiday marketing campaigns are looking for different ways to nudge consumers toward their holly-jolly side. Today’s inbox brings us Target, Best Buy and Shutterfly, each with a brand-specific way to reclaim moments of joy.

Best Buy’s stop-motion animation “Dear Best Buy” spots focus on the many ways we got to know our families better -- maybe a little too well? -- during lockdown.

“You think you know your family,” the young girl tells us. “Then boom, 2020 happens -- and you spend forever with them in the house.”

The Minneapolis-based electronics retailer says it is rolling out the campaign, which stars the retailer’s Blue Shirts making gift suggestions, starting this Sunday on NFL games. And it intends to continue introducing new creative throughout the season, using digital, website and in-store activations.

Best Buy’s creative team, along with Ming, produced the spots.

Shutterfly also confronts the devious demons of 2020 head-on, in a lighthearted spot called “Let the good fly.” Among the characters? A little girl who’s been fed way too much of Mom’s bread, a truly memorable case of COVID-19 hair and a baby who thinks 2020 is just swell. (Easy for him; he was born in September.)

Created by Argonaut, Shutterfly says the spot is running on cable and connected TV for the next four weeks, urging consumers to create their own memorable cards, mugs, calendars and frames in time for holiday gifting.

Target also introduced its new ads, focusing on the many ways modern traditionalists can be the same as ever, with tree-trimming parties and family feasts, but in new ways.

“The campaign focuses on embracing new routines to preserve traditions, because the season is ultimately about what you make of it,” it says, in an announcement in its blog. Upbeat tracks from Mary J. Blige and Anitta aim to make gingerbread houses and matching pajamas seem contemporary.