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

Actor Shows 'How to College' in Humorous Ads

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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.

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

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