The RetailWire Christmas Commercial Challenge: Best Buy vs. Walmart
Two winners — Macy’s "The Wish Writer" and T.J. Maxx’s "Bring Back the Holidays" — have each played on the sentiment of the season to connect with viewers.
This week’s challenge will put two spots in competition with a general theme of finding the right gifts for those we care about: Best Buy’s "Win The Holidays" and Walmart’s "The Best Holiday Gifts For Kids As Sung By Craig Robinson."
Each chain is counting on the holiday selling season to put it on more solid footing. While Best Buy has posted same-store sales gains for five straight quarters, the last quarter only saw a 0.5 percent increase for that important metric. The chain pointed to slow sales of televisions, computers and cameras. While Walmart has posted five straight quarters of same-store gains, those figures have all been in the low single digits.
What is your critique of “Win the Holidays at Best Buy (Steve)” and Walmart’s “The Best Holiday Gifts For Kids As Sung By Craig Robinson”? Which spot do you think does a better job of connecting with the chain’s core customer base while also reaching out to prospective shoppers?