RetailWire Christmas Commercial Challenge: Amazon vs. Best Buy
Week one of the Christmas Commercial Challenge was pretty evenly split. Members of RetailWire’s BrainTrust panel of industry experts generally agreed that Kohl’s “Gifts for Them, Cash for You” spoke more directly to the benefits of shopping at the chain while Macy’s “Space Station” got higher marks for emotional storytelling and production values.
This week’s challenge pits Amazon.com, which brings back its singing boxes full of Christmas cheer, against Best Buy, which emphasizes the role its associates can play in making this holiday season a merrier one for every member of its customers’ households.
In a nod to the differences in the types of the commercial — Amazon’s is long-form spot at 1:30 while Best Buy is running standard 30-second ads — we’re including two commercials from the consumer electronic retailer’s holiday campaign.
- Amazon Holidays 2018: Can You Feel It – YouTube
- Best Buy – One-stop shopping: now with lots more fun! – YouTube
- Best Buy – Our experts make house calls – YouTube
DISCUSSION QUESTIONS: What is your critique of Amazon’s “Can you feel it?” and Best Buy’s “One Stop Shopping” and “Our Experts Make House Calls” commercials? Which retailer does a better job of connecting with its core customers while reaching out to new shoppers?