The RetailWire Christmas Commercial Challenge: Kohl’s vs. TJX
Two commercials, each created with the goal of burnishing brand image, building consumer excitement and ultimately driving traffic and sales.
This week’s matchup includes "Magic," a decidedly low-key spot (at least by typical Kohl’s standards) versus a corporate spot, "Surprising Gifts. Surprising Prices." from TJX Cos., the parent company of HomeGoods, Marshalls and T.J. Maxx.
The Kohl’s spot is clearly aimed at those who either believe in Santa Claus or, at the very least, want to keep his spirit alive in today’s increasingly commercialized Christmas.
The TJX commercial is about having the right gifts at the right prices and being able to find them at any of the company’s three U.S. chains.
Which is better? You decide.
- Festive Christmas Entryway – Pier 1 Imports/YouTube
- "Surprising Gifts. Surprising Prices." – TJX Cos./YouTube
What do you think of Kohl’s “Magic” and TJX’s “Surprising Gifts. Surprising Prices.” commercials? Which does the better job of connecting with each chain’s core customers?