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.
![[Image: Kohl's Magic]](/public/images/discussions/17943/kohls-magic-still.jpg)
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.
![[Image: Surprising Gifts]](/public/images/discussions/17943/tjx-surprise-still.jpg)
Which is better? You decide.
Discussion Questions
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?
Two very different but well-presented commercials. Kohl’s is twice as long (30 seconds) than TJX. Kohl’s makes a strong emotional connection—child, reindeer, holiday season, loving parent, etc. On the other hand the TJX commercial is about product with some emotional connection. Although the TJX is a good 15 second spot, which could potentially enhance its frequency (and impact), my vote is for Kohl’s.
Anything with an ELO song playing in the background is a winner! Kidding aside, great emotional connection made in the Kohl’s commercial. TJX hits the mark because it gets to the point. As we get closer to Christmas, ads like TJX will resonate more with customers (I think). However, Kohl’s wins this one.
You can’t fault an emotional ad like Kohl’s in terms of sentiment, but as is usually the case you won’t remember who that ad was for in about five minutes. Whereas with TJX, you’re getting a good idea of product breadth with a little humor, which may in turn spark ideas and make some memory cells kick in.
Once again, I loved the Kohl’s ad. However, I would likely not even remember that the ad was for Kohl’s. “Did you see that great ad with the reindeer?”
As for TJX, some good gift ideas and well done. Gets my vote and my two cents!
The Kohl’s ad is similar to a recent Subaru ad, in which a father takes his disengaged son for a ride and they have a “moment” when a bison walks up to the car. The Kohl’s spot does a fine job adding some warmth to the brand association but (as others pointed out) feels a bit generic. What, exactly, is the product or service being advertised?
Two good commercials! The Kohl’s commercial was warm, communicated the message of the holiday, togetherness, etc. The TJX piece showed gift options for gamily, friends. etc.
This is a hard one to choose as they both approached the season two different ways, but my vote is for the Kohl’s commercial.
Kohl’s grabbed me from the start. Guess I am an easy mark when young kids are surprised and enjoy something that is not an electronic gadget. I have no idea what Kohl’s is selling other than the Christmas spirit.
TJX had gift ideas and was attention getting. But Kohl’s all the way here. I think I will look at it again.
Kohl’s wins hands down. It is one of those commercials that gives you the holiday warm and fuzzy feeling. It is one of those spots that you would enjoy watching again and again. Kohl’s embraces magic, family, and Christmas tradition. Just like a good retail experience, it creates a feeling of pleasure, which is now associated with the brand in the mind of the viewer. TJX is pure commercialism.
Discount-diving at an off-price retailer like TJ Maxx implies randomness, of exactly the sort captured in the spot.
The Kohl’s ad suggests that Kohl’s management hasn’t been in an actual Kohl’s in a very long time, and apparently thinks Kohl’s is a lot like Macy’s. Too conceptually driven, and likely to leave the core customers cold. (What’s with the angst?)
Each commercial has a special purpose for its respective store. Kohl’s seeks to use more image advertising as a way to enhance the name and the image of the company. It is a familiar scene today as parents try to better connect to Millennials, and it has a happy and satisfying ending to the core Kohl’s customer. It provides a calm and thoughtful feeling of Christmas and this season of giving.
The TJX offering suits the style of this excellent off-price retailer. The mix of products at the TJX stores are very eclectic and interesting. They are fun places to shop and have a diversity of fine products classifications in softlines and hardlines. Large items coming from smaller gift boxes is an entertaining visual play on words for a commercial designed as reminder advertising during this season of gifting.