The RetailWire Christmas Commercial Challenge Goes Global: Week 3
Source: Allegro “English for beginners”

The RetailWire Christmas Commercial Challenge Goes Global: Week 3

The first two weeks of the global version of RetailWire’s Christmas Commercial Challenge featured spots produced by U.K. retailers. This week, we head to the European continent with spots from Allegro, an e-tailer from Poland, and Edeka, the company holding the largest share of the grocery market in Germany.

The Allegro commercial, which has been viewed more than 12 million times on YouTube, is aptly entitled “English for beginners.” The spot features a senior citizen and native Polish speaker going through his daily routine while learning to speak English. Where those lessons and his life take him are behind the more than 85,000 likes the commercial has received on the social media site.

Edeka’s “Zeitschenken,” which translates to “Time To Give” in English, shows that the demands put on adults during the holiday season are very much the same in Germany as in the U.S. The spot, which has over 10 million views on YouTube, includes a voiceover (English subtitles are available) reminding viewers that “the best gift” we can give one another is time together.


Allegro “English for beginners”


Edeka’s “Zeitschenken”

BrainTrust

"They are the two best ads we’ve seen so far, either foreign or domestic."

Max Goldberg

President, Max Goldberg & Associates


"We all seem to get way too caught up with everything being perfect when what really matters most are not the things we get from retailers..."

Zel Bianco

President, founder and CEO Interactive Edge


"My broken record simply says, where’s the brand?"

Lee Kent

Principal, Your Retail Authority, LLC


Discussion Questions

DISCUSSION QUESTIONS: What is your critique of Allegro’s “English for beginners” and Edeka’s “Zeitschenken”? Which do you think is the more effective of the two? Would these spots work for a U.S. retailer if presented to a U.S. audience?

Poll

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Max Goldberg
7 years ago

I love both of these spots. They perfectly capture the spirit of the holidays. They are the two best ads we’ve seen so far, either foreign or domestic.

Richard J. George, Ph.D.
Active Member
7 years ago

Two terrific ads. Both capture the holiday season — sharing, the hectic nature (particularly the Edeka ad) and family (reflected in both ads). While the Allegro ad may be more captivating, I think the Edeka ad would resonate more with Americans.

Cathy Hotka
Trusted Member
7 years ago

Wow. The Allegro spot wins, but only by a hair. Both have such huge heart!

Zel Bianco
Zel Bianco
Active Member
7 years ago

It is hard to say which is better as they are both excellent in both story and production values. I think the Edeka spot speaks to the unfortunate reality of the stress we all endure during the holidays and the longing for a more simple joy — that of spending time with loved ones. We all seem to get way too caught up with everything being perfect when what really matters most are not the things we get from retailers but the things we get from ourselves and our families.

I do think that this spot would work for a U.S. retailer with the tag line, “We make it as easy for you as possible so that you spend less time with us and more time with your loved ones.”

W. Frank Dell II
W. Frank Dell II
Member
7 years ago

I see little in both commercials to support sales for either company. While Allegro tells a good story it says nothing about the retailer. Edeka had the opportunity to pitch shopping online to simplify the holiday to-do list. I give Edeka the edge and by adding a discussion of the company’s benefits it would work in the U.S.

Lee Kent
Lee Kent
Member
7 years ago

They are both wonderful pieces that remind us of what the holidays should be all about. My broken record simply says, where’s the brand? If they tug at our emotions, I suppose that is enough of a reminder to shop with them?

And that’s my 2 cents.

Craig Sundstrom
Craig Sundstrom
Noble Member
7 years ago

The Allegro ad was very amusing — how could you not like the “dog” sticker? But without being told who/what it is for, I would have had zero idea what it was about (and even having been told, I don’t see much tie in). I don’t think this was a language issue — the ad, after all, is essentially in English — but simply that the ad was too abstract.

So by default I go with the other: a run-of-the-mill “what’s important is …” spot.

Naomi K. Shapiro
Naomi K. Shapiro
7 years ago

“English for Beginners” is more generic and entertaining (i.e. not so much focussed around holiday, even though it is a holiday visit), with a nice message at the end.

“Zeitschenken” captures more of the holiday feeling and gives more sense of products and feelings and worries as well as family togetherness, i.e. more realistic and probably reach target audience better.

So I vote for “Zeitschenken,” which would probably translate well for a U.S. audience, whereas “English for Beginners” wouldn’t resonate too well if it were an American preparing to go to another country.

Patricia Vekich Waldron
Active Member
7 years ago

I think Allegro is the best I’ve seen all season. I totally think it would resonate with US audiences. I especially like the supporting role the puppy plays! 🙂