November 11, 2014
The RetailWire Christmas Commercial Challenge: Best Buy vs. RadioShack
Holiday commercials, created with the same goal in mind — drum up consumer shopping excitement, reinforce the brand and send people marching through store doors or onto retailer websites. Some work brilliantly, while others result in plenty of clearance inventory once Christmas has passed.
Target’s "Alice in Marshmallow Land" topped Walmart’s "Gift List" to take week one of the 2014 RetailWire Christmas Commercial Challenge. This week Best Buy faces off with RadioShack.
Best Buy’s "Our Best" commercial’s intent is to demonstrate the many ways the consumer electronics chain lives up to its brand name. RadioShack’s "Toyland Commercial" looks to use the quirky star power of Weird Al Yankovich to position itself as a playground of sorts for tech types.
Which is better? You decide.
![[Image: Best Buy ad]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzkwMiUyRmJlc3QtYnV5LWFkLXN0aWxsLmpwZyIgZGF0YS13PSIxIiBkYXRhLWg9IjEiIGRhdGEtYmlwPSIiPjwvc3ZnPg==)
![[Image: RadioShack ad]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzkwMiUyRnJhZGlvc2hhY2stYWQtc3RpbGwuanBnIiBkYXRhLXc9IjEiIGRhdGEtaD0iMSIgZGF0YS1iaXA9IiI+PC9zdmc+)
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Recent Discussions
Discussion Questions
What do you think of Best Buy’s “Our Best” and RadioShack’s “Toyland” commercials? Which does the better job of connecting with each chain’s core customers?
Poll
I don’t love the Best Buy commercial—it’s pretty bland and generic in its attempt to reinforce its brand image as the category leader—but it’s a clear winner in this competition. Somebody at RadioShack may have decided that using Weird Al was clever and disruptive, but most viewers will probably reach for the remote as quickly as possible.
If RadioShack wanted to position itself more effectively as a “toys for techies” headquarters, a little more tugging on the heartstrings (see the Target “Alice” ad) might have been more effective. This spot may scare away customers who are afraid of encountering real-life Weird Al types on their next visit to the Shack.
I’m not a big fan of either spot. Both reinforce key brand tenets but do so in a way that makes me say, “So what.” The Best Buy spot hits the message of expertise and price-matching. The RadioShack spot is a bit freaky. Where’s the magic of the holidays?
I agree with Dick Seesel. The Best Buy ad gets its message across pretty easily. It may not be as intrusive as the Weird Al approach of RadioShack, but it is all about Best Buy. Radio Shack doesn’t reinforce its brand and products as much as it promotes Weird Al.
There’s always a problem with advertising that tries to change the perception of a reality we already know well. Best Buy is NOT filled with experts eager to give you a helping hand and frankly even the Geek Squad has come up short too many times to be trusted. At least in my experience. My inclination is to call BS on the BB ad.
On the other hand, no one shops at RadioShack so their ad introduces us to a new world. The very idea of finding gifts and toys at these stores is new and interesting. The only problem is that the ad showed us very little of the actual products available, just lots of white space and noise.
The holy grail is a store that speaks for itself. No need for celebrities, smoke and mirrors or clever editing. Just mention the name and customers get it, composing an ideal ad in their own minds.
Best Buy is the winner in this match up. It did a far better job of reinforcing the brand.
Eight seconds into the ad they have introduced the brand with an image of a couple approaching the store with the Best Buy sign clearly shown. The brand image reinforcement continues with several shots of employees wearing company shirts helping customers.
The ad’s closing sequence shows a satisfied customer loading purchases into her car with the Best Buy sign clearly in the background and a final shot of the Best Buy sign once again. Along the way they pointed out the number of brands they carry in a busy, well-staffed store.
The RadioShack ad opens with two clerks standing behind the counter with the RadioShack logo in the background between them. While they both have on RadioShack logoed shirts, Weird Al covers his RadioShack logo up five seconds into the commercial.
The only other customer they see in the store is cousin Bob (depicted as a little off, not sure that is a good way to portray any customer). The ad’s emphasis is strictly on the toy category. It does close with a clear shot of RadioShack’s logo and website, but by then Weird Al has just provided a scary image of a store clerk.
Best Buy is the winner in this round.
I don’t know if I can say it better than Ian: Best Buy’s ad has no basis in reality that I’ve seen. I could have bought it if they had tended more towards the warm heartstrings, but it was really a blatant play for price matching. Best Buy hasn’t earned “Best” in a long time.
I can see how some might find RadioShack’s ad to be annoying, but at least it doesn’t have the cognitive dissonance of trying to be something it’s not. The problem I have with this ad is that it’s an old model ad—it’s about trying to convince consumers to pick the store first, and find the items they want second. It doesn’t work that way. But it does at least serve as a reminder that RadioShack might be a good destination for the tech gifts your kids are asking for.
So I vote RadioShack. Weird Al is enjoying a resurgence among the teen boy crowd (everything old is new again). If you find him annoying, it just might be because he’s not aimed at your demographic.
No add, just thanks to all the veterans that helped keep America and our friends free and thus SAVED RETAIL!
Happy Veterans Day, gang!
Weird Al is the perfect spokesperson for RadioShack, because the stores are always unpredictable and hard to understand—a bit scary too, like Al. I like the “best” story with Best Buy, and that comes from a guy whose company name is FutureBest.
Neither is overly effective. RadioShack’s effort, although annoying with Weird Al as the primary focus, may be more talked about. Best Buy’s is a rather empty vessel with little recall and no genuine emotional link. I’m anxious to see what other creatives in this category may introduce—the bar has been set rather low.
My first reaction was to turn off the RadioShack ad, but then it occurred to me that I’m not their target audience for this ad. While a bit too off-beat for me, a younger audience just may find it captivating (I don’t get the stuff my kids often find funny or relevant either).
Best Buy’s ad cements some core messages for the chain, but at this time of year, something a bit more assertive would have likely driven more traffic to their stores. The winner? A tie.
RadioShack: “Toyland” is not connecting with a 35 to 45-year-old female. I don’t think Weird Al helps this customer feel safe buying something that is complex or something she does not have knowledge about. Verdict: A swing and a miss in my opinion.
Best Buy: Safe, informative and they promise to be helpful. Prices are a given. They must be competitive. Verdict: Boring. Might not find its way through the noise of more creative ads. Most of all, what they promise needs to be exceedingly true or this backfires.
Since when has marketing limited itself to existing reality? To many, that is boring. So marketers push the envelope, creating a desired future to provoke purchase behavior.
Granted when reality and depicted future are 180 degrees off, the spot flops. In addition, when the on-screen persona is some 25 years off peak relevance (despite the New Yorker’s assertion of his enduring appeal, the audience is very likely to tune out as well.
In this ad battle, Best Buy wins and elevates expectations along “expert service” and “unbeatable price.” They really need to deliver on both. Alien-like frenzy not required.
I agree with Ian and Nikki. There is a huge gap between the service Best Buy is advertising and what they’re delivering in-store.
Weird Al makes me laugh, so I paid attention to the commercial. Will it help revive RadioShack? Remains to be seen.
RadioShack has my vote!
I do not like either commercial and neither attracts me enough to go out and buy something.
I agree with Dick. I think Best Buy is more matter-of-fact. RadioShack with Weird Al was too weird for me. Seems RadioShack wants to attract the “cousin Bobs who still live at home.” Maybe that was their focus. It certainly is not me.
Best Buy? Big Yawn!
At least RadioShack might get me in the store if I have a geek to buy for.
Everyone knows what Best Buy is. People still may be confused over what RadioShack is trying to be, and the confused customer doesn’t buy. The short view is to hope that the RadioShack commercials bring in customers. The long view is that it helps with their positioning in their market.
Best Buy talks to (I presume) their customers, and to others who know Best Buy with a credible message that reassures them that they can get the things they need at a good price, can rely on them for expertise and purchase at a good price either in-store or online. And it has a (traditional) holiday attitude to it.
RadioShack, on the other hand, goes off on a deep tangent to try to get attention and in my opinion goes dead against what I think they stand for (unless it is stupidity) and would keep me away unless I need batteries or something like that.
I like them both. They are targeting different customers. Best Buy to me comes off as a more sophisticated, higher-end electronics shop where you want to buy electronic goods that you want to keep for a few years.
The RadioShack commercial: I like it but I think they could have used a regular actor. It does serve its purpose I think. To show consumers that they have all kinds of really cool toys for boys and girls. You need to have liked Al to actually appreciate this.
These ads are an example of 2 companies denying reality! Best Buy has not been “Best: for a long time and most consumers know it. RadioShack is a sinking ship and if you are trying to sell toys, how is “Weird Al” even remotely connected to toys, especially electronics? To quote the Kardashians, both ads are “ANNOYING!”
I voted for Best Buy’s sincere and earnest communication of what it stands for and thought the direct tie in to their brand promise and name was a strong position for them to take.
That said, the RadioShack ad was fun, but maybe doesn’t leave the viewer with the feeling that it’s a sufficient reason to shop at RS.
The Best Buy commercial was short and sweet, and their focus was on customer service more than what they offer. Not a bad thing.
With RadioShack, I like the Toyland aspect as it can cover kids and adults, but Weird Al reminds me of Willy Wonka here—don’t know if that’s a good or bad thing, but for RadioShack it is a do-or-die time for them, so stepping out of the box for them with Weird Al is not totally unexpected. Good luck to them.
The Best Buy ad is almost pitch perfect. Love the use of the “Best” idea in their store name along with coffee and beloved grandmas in sweatshirts, etc. What is funny is that in the past I’ve associated the name Best Buy as a cool alliteration but not necessarily ” best” as in quality. They have a winner here.
The RadioShack ad was enjoyable but using Weird Al, a celeb from an earlier time, to hawk a store stuck in an earlier time (which needs to update its image in order to survive) seems like a strange choice. Batteries? Really?
I’m not a fan of either, but if I have to choose, then Best Buy does better job connecting. RadioShack, do you really think you are on target with Weird Al?
Winner: Best Buy. The spot really highlights the in-store product experience, establishes personal service and extends the brand into the home with Geek Squad…they appear to have covered their brand proposition very well.
When it comes to sticking power, memorability, and fun… RadioShack wins hands down.
I am not sure either spot could be considered a “winner,” but I think more importantly, were the spots placed at venues that were appropriate for their target audiences? The target audience is more granular than “people shopping for electronics for Christmas.” If the spot was placed at a venue appropriate for the target audience, then the question is, did the spot resonate with the target audience and reinforce the store’s message?
“Our Best” was a little “draggy.” It had a nice thought process but didn’t seem to deliver. “Toyland” was upbeat and funny but still got the message across, and I think it will stick with most people. Consequently, my vote would be for “Toyland.”
Definitely Toyland. RadioShack stays current with the recent revived popularity of Weird Al and at the same time harkens back to the RadioShack you know and love.
RadioShack!
First, I’m always amazed by the different things that viewers see and remember about an ad. (Ad pros are you listening?)
I saw Best Buy from the first second (Best Coffee), push the message “Best” in a positive, pleasant manner about everything they do. The ad (verbally and visually) reflected the “best” atmosphere and services, the specific advantages of shopping at Best Buy, the best service (we hope), reinforced by images of the best people, i.e. “Best Mom Ever” shops at Best Buy and she’s very happy, and you, too, would want to be like the best mom ever.
Then rounded off with “What does ‘Best’ mean? Best isn’t in a name. It’s everything we stand for.” Plus visuals of expert service and unbeatable price surrounding the Best Buy logo. What’s not to like?
P.S. I doubt that people really think, “hey, this ad is contra to my previous experiences at Best Buy, and they don’t match up.” Remember, Best Buy had to reinvent itself in light of the e-commerce boom, and I hope they are successful.
P.P.S. The poll numbers indicate that RadioShack was voted as the most effective commercial for connecting with its customers, but the comments all reflect that Best Buy won. (Did somebody stack the box, or is it just how the question was worded)?
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I don’t love the Best Buy commercial—it’s pretty bland and generic in its attempt to reinforce its brand image as the category leader—but it’s a clear winner in this competition. Somebody at RadioShack may have decided that using Weird Al was clever and disruptive, but most viewers will probably reach for the remote as quickly as possible.
If RadioShack wanted to position itself more effectively as a “toys for techies” headquarters, a little more tugging on the heartstrings (see the Target “Alice” ad) might have been more effective. This spot may scare away customers who are afraid of encountering real-life Weird Al types on their next visit to the Shack.
I’m not a big fan of either spot. Both reinforce key brand tenets but do so in a way that makes me say, “So what.” The Best Buy spot hits the message of expertise and price-matching. The RadioShack spot is a bit freaky. Where’s the magic of the holidays?
I agree with Dick Seesel. The Best Buy ad gets its message across pretty easily. It may not be as intrusive as the Weird Al approach of RadioShack, but it is all about Best Buy. Radio Shack doesn’t reinforce its brand and products as much as it promotes Weird Al.
There’s always a problem with advertising that tries to change the perception of a reality we already know well. Best Buy is NOT filled with experts eager to give you a helping hand and frankly even the Geek Squad has come up short too many times to be trusted. At least in my experience. My inclination is to call BS on the BB ad.
On the other hand, no one shops at RadioShack so their ad introduces us to a new world. The very idea of finding gifts and toys at these stores is new and interesting. The only problem is that the ad showed us very little of the actual products available, just lots of white space and noise.
The holy grail is a store that speaks for itself. No need for celebrities, smoke and mirrors or clever editing. Just mention the name and customers get it, composing an ideal ad in their own minds.
Best Buy is the winner in this match up. It did a far better job of reinforcing the brand.
Eight seconds into the ad they have introduced the brand with an image of a couple approaching the store with the Best Buy sign clearly shown. The brand image reinforcement continues with several shots of employees wearing company shirts helping customers.
The ad’s closing sequence shows a satisfied customer loading purchases into her car with the Best Buy sign clearly in the background and a final shot of the Best Buy sign once again. Along the way they pointed out the number of brands they carry in a busy, well-staffed store.
The RadioShack ad opens with two clerks standing behind the counter with the RadioShack logo in the background between them. While they both have on RadioShack logoed shirts, Weird Al covers his RadioShack logo up five seconds into the commercial.
The only other customer they see in the store is cousin Bob (depicted as a little off, not sure that is a good way to portray any customer). The ad’s emphasis is strictly on the toy category. It does close with a clear shot of RadioShack’s logo and website, but by then Weird Al has just provided a scary image of a store clerk.
Best Buy is the winner in this round.
I don’t know if I can say it better than Ian: Best Buy’s ad has no basis in reality that I’ve seen. I could have bought it if they had tended more towards the warm heartstrings, but it was really a blatant play for price matching. Best Buy hasn’t earned “Best” in a long time.
I can see how some might find RadioShack’s ad to be annoying, but at least it doesn’t have the cognitive dissonance of trying to be something it’s not. The problem I have with this ad is that it’s an old model ad—it’s about trying to convince consumers to pick the store first, and find the items they want second. It doesn’t work that way. But it does at least serve as a reminder that RadioShack might be a good destination for the tech gifts your kids are asking for.
So I vote RadioShack. Weird Al is enjoying a resurgence among the teen boy crowd (everything old is new again). If you find him annoying, it just might be because he’s not aimed at your demographic.
No add, just thanks to all the veterans that helped keep America and our friends free and thus SAVED RETAIL!
Happy Veterans Day, gang!
Weird Al is the perfect spokesperson for RadioShack, because the stores are always unpredictable and hard to understand—a bit scary too, like Al. I like the “best” story with Best Buy, and that comes from a guy whose company name is FutureBest.
Neither is overly effective. RadioShack’s effort, although annoying with Weird Al as the primary focus, may be more talked about. Best Buy’s is a rather empty vessel with little recall and no genuine emotional link. I’m anxious to see what other creatives in this category may introduce—the bar has been set rather low.
My first reaction was to turn off the RadioShack ad, but then it occurred to me that I’m not their target audience for this ad. While a bit too off-beat for me, a younger audience just may find it captivating (I don’t get the stuff my kids often find funny or relevant either).
Best Buy’s ad cements some core messages for the chain, but at this time of year, something a bit more assertive would have likely driven more traffic to their stores. The winner? A tie.
RadioShack: “Toyland” is not connecting with a 35 to 45-year-old female. I don’t think Weird Al helps this customer feel safe buying something that is complex or something she does not have knowledge about. Verdict: A swing and a miss in my opinion.
Best Buy: Safe, informative and they promise to be helpful. Prices are a given. They must be competitive. Verdict: Boring. Might not find its way through the noise of more creative ads. Most of all, what they promise needs to be exceedingly true or this backfires.
Since when has marketing limited itself to existing reality? To many, that is boring. So marketers push the envelope, creating a desired future to provoke purchase behavior.
Granted when reality and depicted future are 180 degrees off, the spot flops. In addition, when the on-screen persona is some 25 years off peak relevance (despite the New Yorker’s assertion of his enduring appeal, the audience is very likely to tune out as well.
In this ad battle, Best Buy wins and elevates expectations along “expert service” and “unbeatable price.” They really need to deliver on both. Alien-like frenzy not required.
I agree with Ian and Nikki. There is a huge gap between the service Best Buy is advertising and what they’re delivering in-store.
Weird Al makes me laugh, so I paid attention to the commercial. Will it help revive RadioShack? Remains to be seen.
RadioShack has my vote!
I do not like either commercial and neither attracts me enough to go out and buy something.
I agree with Dick. I think Best Buy is more matter-of-fact. RadioShack with Weird Al was too weird for me. Seems RadioShack wants to attract the “cousin Bobs who still live at home.” Maybe that was their focus. It certainly is not me.
Best Buy? Big Yawn!
At least RadioShack might get me in the store if I have a geek to buy for.
Everyone knows what Best Buy is. People still may be confused over what RadioShack is trying to be, and the confused customer doesn’t buy. The short view is to hope that the RadioShack commercials bring in customers. The long view is that it helps with their positioning in their market.
Best Buy talks to (I presume) their customers, and to others who know Best Buy with a credible message that reassures them that they can get the things they need at a good price, can rely on them for expertise and purchase at a good price either in-store or online. And it has a (traditional) holiday attitude to it.
RadioShack, on the other hand, goes off on a deep tangent to try to get attention and in my opinion goes dead against what I think they stand for (unless it is stupidity) and would keep me away unless I need batteries or something like that.
I like them both. They are targeting different customers. Best Buy to me comes off as a more sophisticated, higher-end electronics shop where you want to buy electronic goods that you want to keep for a few years.
The RadioShack commercial: I like it but I think they could have used a regular actor. It does serve its purpose I think. To show consumers that they have all kinds of really cool toys for boys and girls. You need to have liked Al to actually appreciate this.
These ads are an example of 2 companies denying reality! Best Buy has not been “Best: for a long time and most consumers know it. RadioShack is a sinking ship and if you are trying to sell toys, how is “Weird Al” even remotely connected to toys, especially electronics? To quote the Kardashians, both ads are “ANNOYING!”
I voted for Best Buy’s sincere and earnest communication of what it stands for and thought the direct tie in to their brand promise and name was a strong position for them to take.
That said, the RadioShack ad was fun, but maybe doesn’t leave the viewer with the feeling that it’s a sufficient reason to shop at RS.
The Best Buy commercial was short and sweet, and their focus was on customer service more than what they offer. Not a bad thing.
With RadioShack, I like the Toyland aspect as it can cover kids and adults, but Weird Al reminds me of Willy Wonka here—don’t know if that’s a good or bad thing, but for RadioShack it is a do-or-die time for them, so stepping out of the box for them with Weird Al is not totally unexpected. Good luck to them.
The Best Buy ad is almost pitch perfect. Love the use of the “Best” idea in their store name along with coffee and beloved grandmas in sweatshirts, etc. What is funny is that in the past I’ve associated the name Best Buy as a cool alliteration but not necessarily ” best” as in quality. They have a winner here.
The RadioShack ad was enjoyable but using Weird Al, a celeb from an earlier time, to hawk a store stuck in an earlier time (which needs to update its image in order to survive) seems like a strange choice. Batteries? Really?
I’m not a fan of either, but if I have to choose, then Best Buy does better job connecting. RadioShack, do you really think you are on target with Weird Al?
Winner: Best Buy. The spot really highlights the in-store product experience, establishes personal service and extends the brand into the home with Geek Squad…they appear to have covered their brand proposition very well.
When it comes to sticking power, memorability, and fun… RadioShack wins hands down.
I am not sure either spot could be considered a “winner,” but I think more importantly, were the spots placed at venues that were appropriate for their target audiences? The target audience is more granular than “people shopping for electronics for Christmas.” If the spot was placed at a venue appropriate for the target audience, then the question is, did the spot resonate with the target audience and reinforce the store’s message?
“Our Best” was a little “draggy.” It had a nice thought process but didn’t seem to deliver. “Toyland” was upbeat and funny but still got the message across, and I think it will stick with most people. Consequently, my vote would be for “Toyland.”
Definitely Toyland. RadioShack stays current with the recent revived popularity of Weird Al and at the same time harkens back to the RadioShack you know and love.
RadioShack!
First, I’m always amazed by the different things that viewers see and remember about an ad. (Ad pros are you listening?)
I saw Best Buy from the first second (Best Coffee), push the message “Best” in a positive, pleasant manner about everything they do. The ad (verbally and visually) reflected the “best” atmosphere and services, the specific advantages of shopping at Best Buy, the best service (we hope), reinforced by images of the best people, i.e. “Best Mom Ever” shops at Best Buy and she’s very happy, and you, too, would want to be like the best mom ever.
Then rounded off with “What does ‘Best’ mean? Best isn’t in a name. It’s everything we stand for.” Plus visuals of expert service and unbeatable price surrounding the Best Buy logo. What’s not to like?
P.S. I doubt that people really think, “hey, this ad is contra to my previous experiences at Best Buy, and they don’t match up.” Remember, Best Buy had to reinvent itself in light of the e-commerce boom, and I hope they are successful.
P.P.S. The poll numbers indicate that RadioShack was voted as the most effective commercial for connecting with its customers, but the comments all reflect that Best Buy won. (Did somebody stack the box, or is it just how the question was worded)?