The RetailWire Christmas Commercial Challenge: Big Lots vs. Dick’s Sporting Goods
Can a commercial with a catchy, classic rock soundtrack, but with just over 100 views on YouTube, beat another spot that pulls at the heart strings and has been played over three million times on the social media channel? That’s what we’re testing with this week’s Christmas Commercial Challenge matchup between Big Lots and Dick’s Sporting Goods.
Big Lots, which has produced some of the most popular spots in the first five years of RetailWire’s annual competition, is back at it again with “Stock Up on Joy,” a 30-second commercial that displays all the discount/closeout retailer has to offer for Christmas. “Home furniture, holiday décor, fabulous gifts — you’ll get more than you thought for less than you think.”
Dick’s Sporting Goods’ “The Table” is a story of a family through the generations backed with a soundtrack by Langhorne Slim and the Law’s “Changes.” The spot connects the story of a ping pong table given years before as a Christmas gift to two children and its place in their lives as they age to the modern day where they return to their childhood home to celebrate the holiday with their own children.
DISCUSSION QUESTIONS: What is your critique of Big Lot’s “Stock Up On Joy!” and Dick’s Sporting Goods’ “The Table”? Which retailer does a better job of connecting with its core customers while reaching out to new shoppers?