November 18, 2014
The RetailWire Christmas Commercial Challenge: Big Lots vs. Kmart
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.
In week one of the RetailWire Christmas Commercial Challenge, Target’s "Alice in Marshmallow Land" outdid Walmart’s "Gift List." Week two saw RadioShack’s "Toyland" top Best Buy’s "Our Best" spot. This week, Big Lots faces off with Kmart.
Big Lot’s "Nailing This" commercial uses a camped-up soul soundtrack to demonstrate the wide selection of products the chain sells for a variety of holiday entertaining needs. Kmart’s "Jingle Bellies" spot for Joe Boxer pajamas looks to generate the same type of buzz as last year’s (in)famous pelvic thrusting commercial to push the brand’s jockey shorts.
Which is better? You decide.
![[Image: Big Lots ad]](/public/images/discussions/17916/big-lots-spot-still.jpg)
![[Image: Joe Boxer ad]](/public/images/discussions/17916/joe-boxer-spot.jpg)
Discussion Questions
What do you think of Big Lots’ “Nailing This” and Kmart’s “Jingle Bellies” commercials? Which does the better job of connecting with each chain’s core customers?
Poll
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I don’t like either ad, especially when compared to the four spots we’ve critiqued in the past. But the Kmart spot is better. It’s fun and I wanted to see what happened in the end. The Big Lots spot is too in your face.
While I love the fun in the Big Lots commercial, I’m not really sure what the message is there that will convince me to make a trip to the store (given they lasted less than a year here in Canada, perhaps that tainted my view).
The Kmart “Joe Boxer” ad isn’t great, but it does keep you hanging around to the end and, most importantly, leaves you with a clear idea of what item they want to you buy.
The winner: Kmart.
Neither ad does much for me in the way of making me go to either store for anything. The previous weeks were significantly better. Kmart’s ad took too long getting to the point. It was only at the end that I knew what they were promoting. Lots of wasted time as far as I was concerned.
It’s a commercial—both good, neither connects with “core!”
“Nailing This” taps into the aspiration to succeed and is nicely done. The “Jingle Bellies” commercial is clever but doesn’t connect to something the viewer wants—big belly (no), silly underwear (no), jingle underwear (no). Cute makes the commercial and the brand memorable which helps when deciding which plastic-wrapped package of underwear to buy, so it may be effective for moving product. “Nailing This” does a better job of connecting the viewer to the Big Lots brand where treasure hunting is driven by a desire for success.
OK, I love the Joe Boxer ad! It’s fun. Will it get me into Kmart? Not sure. Didn’t get much out of the Big Lots ad, but I do think it will connect with the BL core customer.
I really say ‘bey’ to both but for my 2 cents, Kmart gets my vote.
I guess I’m just enough of an oddball to enjoy Kmart’s musical gut-slappers a little more than the Big Lots’ shopping diva who “nails” Christmas.
As for which commercial is more likely to provoke shoppers to flock to the stores, I’d say it’s about a toss-up. It is notable that neither spot touts low prices. Each offers a different scenario of holiday success: Big Lots helps you impress your friends; Kmart helps you please dad.
Big Lots wins, but only because of the weak competition. Kmart ad was a more interesting concept, but failed to sell me.
Hands down, Big Lots wins this one. Insightful AND celebrates the mainstream customer with a genuine sense of joy—Kmart appears to just be trying for break-through and cool factor, and their approach is beginning to feel very repetitive. Big Lots has a freshness to it that is undeniable.
Kmart nails it for me. The commercial is engaging, amusing and keeps me interested until the Kmart name and message is revealed. I’d watch it more than once.
Big Lots has the bigger challenge and misses the opportunity. The commercial relies on consumer awareness to understand what products the jingle and Big Lots offer the shopper to “nail” Christmas. Unfortunately, they leave too much to chance. And the execution is not as fun to watch as Kmart’s ad.
“Nailing This” does a better job of connecting with Big Lots core consumer and the core consumer of many other retailers in the category. It’s the type of spot that does very little, if anything for the brand, but it sells the category; it could be a spot for several brands.
“Jingle Bells” does a better job in selling the brand—it is aligned with the brand personality Kmart has been promoting. It gives an option to Kmart’s core target and attracts new consumers to the brand.
Big Lots speaks directly to the customer and is broader in scope—representing a wide range of options. I’m not necessarily going to Kmart for Joe Boxer. So I think Big Lots works harder.
Belly smacking, while one of the all time funniest comedic devices we’ve got, doesn’t seem to be something that would appeal to a female shopper base.
Now, that BIG LOTS tune is so stuck in my head, I’m going to have to schedule brain surgery to get it out… Those ladies are REAL and vibrant and awesome. Win-win-win, Big Lots! To coin a phrase I recently heard somewhere, you “Nailed It.”
Euuwww. I hated both commercials. I think I’m a “big lot” size, but the commercial didn’t appeal to me at all. It was, however, more to the point, re: clothing and Christmas and at least the models seemed to be enjoying themselves. Perhaps I’m not the chain’s core customer (I am not familiar with this store, but I am always always searching for sizes that fit).
The Kmart commercial was a big waste of costly advertising time (and creative). Ugly, belly-slapping, no get to the point, and no mention of the store from the get-go. Unappealing. Not funny. What a waste.
Fie on both ads.
I LOVED the Big Lots Commercial. The ladies were adorable and looked like they were having so much fun. I enjoyed the happiness of the commercial. I couldn’t even finish watching the Kmart commercial; it made me uncomfortable from the beginning.
Love the Big Lots spot! So fun and the music is great. Makes me want to check out their Christmas decorations. Why is Kmart still making these Joe Boxer spots? Irrelevant product, irrelevant execution. I was grossed out the first and second time I saw this line of dumb dudes. More bored this time though.
Big Lots: I liked it a lot—it was aspirational and a lot of fun, but really didn’t connect with the products they offer for the holidays, so I don’t now that it would get me into their stores because if it especially if I wasn’t a regular shopper.
Kmart: Joe Boxer commercials are always tongue and cheek, but they took too long to get to the punchline (what they were selling).
The Big Lots ad is by far the better of the two, for me. Fun and festive.
This is the only commercial I turn up really loud because I love it! Great vibe, great song, great voice, makes Xmas cool again! Makes me want to go check out Big Lots!
Funny, catchy, but do they sell more product is the real question? Only time will tell.
These commercials are lousy. The Kmart commercial is trying to be interesting and they deserve credit for that. The Big Lots commercial is aimed squarely at their customer. The Big Lots commercial does get its point across well, however almost obnoxiously.