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RetailWire Christmas Commercial Challenge: The Final

Written by George Anderson

Sources: Nordstrom, Amazon, Gap, P.C. Richard & Son

After six weeks of head-to-head competition, it’s time to pick this year’s winner of the RetailWire Christmas Commercial Challenge. The winners on a week-by-week basis include: Nordstrom’s “Choir! Choir! Choir!," which won its week one matchup with Macy’s. Dick Seesel, principal, Retailing in Focus, said the spot sent "an upbeat, accessible message celebrating its own associates (which are a key part of the store’s brand 'formula')". Week two saw Big Lots beat Kohl’s. The discount retailer’s “Share the Joy” commercial was praised by Neil Saunders, managing director, GlobalData, for being “personal and intimate” and celebrating “the importance of family and friends.” Amazon.com’s “Give” singing boxes commercial outdid Walmart in week three. Mohamed Amer, global head of strategic communications, consumer industries, SAP, said, “Amazon’s commercial connects emotionally as it humanizes the supply chain as it fulfills your hopes and dreams.” Week four saw Gap’s “To Making Music and Magic. To Perfect Harmony.” receive kudos from RetailWire’s BrainTrust and crush H&M’s spot featuring Nicki Minaj. Jeff Miller, director of marketing, OceanX, said, “The Gap commercial is catchy, says that they have what I need and even (wait for it) shows the products they are selling.” Home Depot won its head-to-head with Lowe’s in week five. Kevin Graff, president, Graff Retail, said, Home Depot’s spot “touches on the experience of the holidays and builds emotion. That’s the big hammer brick-and-mortar retailers need to swing to survive.”
Last week’s matchup went to P.C. Richard & Son over Best Buy, although commentators only seemed to see it as the slightly better of two uninspiring spots.

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