RetailWire Christmas Commercial Challenge: The Final
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.
- Nordstrom Holiday 2017/Choir! Choir! Choir! – YouTube
- Share the joy inside and out with Big Lots! – YouTube
- 2017 Amazon Holiday Commercial – “Give” – YouTube
- “To Making Music and Magic. To Perfect Harmony.” – YouTube
- Holidays at The Home Depot – YouTube
- Be the #GiftHero with P.C. Richard & Son, Mom! – YouTube
DISCUSSION QUESTIONS: Which of the weekly winners in this year’s RetailWire Christmas Commercial Challenge do you think was the most effective? Why?
Naomi K. ShapiroStrategic Market Communications, Upstream Commerce
Naomi K. ShapiroStrategic Market Communications, Upstream Commerce
Naomi K. ShapiroStrategic Market Communications, Upstream Commerce
Naomi K. ShapiroStrategic Market Communications, Upstream Commerce
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12 Comments on "RetailWire Christmas Commercial Challenge: The Final"
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Principal, Retailing In Focus LLC
I’ll stick with the Nordstrom spot. Not the most creative (arguably that honor belongs to Amazon), but very effective in highlighting both its associates and its merchandise in a warm-hearted way.
I’d be remiss if I didn’t single out Walmart’s yearlong campaign that culminated in some smashing holiday ads — even if they weren’t part of this year’s competition!
Managing Partner, Advanced Simulations
I’m going with Amazon — all were entertaining but Amazon was great at bringing home the end-end benefit — giving a gift that thrills/excites.
President, Max Goldberg & Associates
My vote goes to Amazon. The spot emphasizes the best aspects of its brand (speed, ease, variety) in a fun spot. The campaign seemed to work, as Amazon’s holiday sales soared.
President, Dellmart & Company
Overall it’s Home Depot for me — it brings the build-up to Christmas.
Strategic Market Communications, Upstream Commerce
Principal, KIZER & BENDER Speaking
So many feels. It’s Home Depot for the win!
CEO, The Customer Service Rainmaker, Rainmaker Solutions
Amazon gets my vote with Home Depot a distant second. Amazon takes us on a ride from order to delivery.
CFO, Weisner Steel
Thin gruel: as was noted at the time or “times”… each week, all of the ads seemed to place an emphasis on “WOW!” at the expense of actually doing what an ad is supposed to do: make you give your $$$ to a particular company.
Oh for the ads of my childhood that actually accomplished both!
President, Protonik
Director of Marketing, Wiser Solutions, Inc.
I’m going to go with Amazon on this one. They were able to create a sweet story around their product offerings, showing how easy it is to get the perfect gift for a loved one and put a big smile on their face.
Retail Solutions Executive, Teradata
Amazon for the win! Best use of memorable music, imagery and “feels” to reinforce the brand message of Amazon and giving.
CEO, Ranky
My vote goes to Nordstrom. Their spot is personal, creative and it really represents the Christmas spirit.