The RetailWire Christmas Commercial Challenge: The Finals
Seven weeks of weekly competition has brought us to the finals of this year’s RetailWire Christmas Commercial Challenge. Which spot is the best? You decide.
Week One Winner: Macy’s "The Wish Writer"
Week Two Winner: T.J. Maxx "Bring Back the Holidays"
Week Three Winner: Walmart "The Best Holiday Gifts for Kids"
Week Four Winner: Barnes & Noble "You Never Know Who You’ll Meet"
Week Five Winner: Big Lots "Christmas Does Not Happen Without Me"
Week Six Winner: Petco "Last Minute Holiday Gifts"
Week Seven Winner: Target "Starry Night Before Christmas"
The Wish Writer – Macy’s/YouTube
Bring Back the Holidays – T.J. Maxx/YouTube
The Best Holiday Gifts For Kids As Sung By Craig Robinson – Walmart/YouTube
You’ll Never Know Who You’ll Meet at Barnes & Noble – YouTube
Christmas Does Not Happen Without Me – Big Lots/YouTube
BrainTrust
Max Goldberg
President, Max Goldberg & Associates
Steve Montgomery
President, b2b Solutions, LLC
Mohamed Amer, PhD
Independent Board Member, Investor and Startup Advisor
Discussion Questions
What is your critique of this year’s finalists in the RetailWire Christmas Commercial Challenge? Which spot do you think is the best of the bunch?
In terms of pulling the heartstrings and capturing the spirit of the holidays, Macy’s can’t be beat. But the spot did little to reinforce Macy’s core story. Still, it makes for compelling viewing and the message of giving to others stayed wth me as a watched the other spots.
Macy’s ad is my selection for the overall winner. The only misstep might have been waiting until the last scene to show the brand. Then again, that may be what made it a winning ad — the lack of commercialism.
All of the commercials were delightful. Touched the emotions and heart with humor, sensitivity and a free exercise of imagination for adults and kids.
Each accomplished it in its own unique way. I have to give the hat tip to Macy’s, as they linked the message to omnichannel in the most effective way in including store, digital use by youngsters and the option of television and internet.
This is an exceptional group to choose from and they’re all winners. I really enjoyed the storytelling power of Target’s spot, yet my personal favorite is Barnes & Noble’s generational bridging using music and books as sites of common connections. A wonderful message for the holidays.
I am leaning toward Macy’s and Target as this year’s winners. Both are good and tell a story more than “buy from me.” Both wisely use children and pets. But let’s not forget Barnes & Noble’s use of superstars to promote the holiday and giving books as gifts. It was well done and certainly attention-getting with the star power of Tony Bennett and Lady Gaga. And the winner is (in my book) a tie between Macy’s and Target.
Absolutely Macy’s. Target’s was a distant second. That’s my artistic and long-term branding evaluation. As for actually getting me into a store, I must say Big Lots was short and sweet and I’d say effective, followed by Petco. And I’m sorry to say I didn’t get Walmart in the first viewing — I can’t recall their competition but I believe I preferred it at the time.
Macy’s — I’m thinking Miracle on 34th Street.
I think TJ Maxx takes it. The Macy’s spot was sweet, but too long and didn’t keep my attention. I also liked the Big Lots spot. It was upbeat and fun and had an empowering message.
Since all the winners were already deemed to be good and in tune with the customer base that they were hoping to attract, my final choice came down to which commercial I could happily watch multiple times — and then watch again. There were only two that clearly met that for me. Petco and Barnes and Noble (and it was a tough call), so I watched them again! In the end, Tony Bennett and Lady Gaga and Barnes and Noble stand atop them all this year.
Macy’s was my favorite from the storytelling angle, but said and did nothing for the brand.
Big Lots was the most compelling in reminding me to think about Big Lots for the Holidays. Plus it was fun.
I also thought TJ Maxx reminded us what the Holidays should be about and gave us a little brand.
The PetCo ad was a bit lame, but it did remind me to think about my dog for the Holidays.
The others? What did the Target ad have to do with Target? It was appealing to children but they never watch ads and it showed almost no Target product for children. Meh.
Barnes & Noble could have varied their celebrities to remind us of books and music we might want to buy.
Walmart? I don’t know the celebrity and thought the ad was very weak.
Based on pure value in the ad for the Brand? My 2 cents goes to Big Lots.
Big Lots is “The One.” Simple, celebratory, insightful — and fun!
I decided to ask the 9 year old granddaughter her opinion. She said she liked the Macy’s ad the best because “it was sweet and nice.” And maybe it best represents the inner longings of a child. (My interpretation). I also wanted a dog when I was 9 years old, and I whispered my wish into the ear of Peter Pan at the Fair in Chicago that year. (Instead, I got roller skates from Peter Pan).