December 8, 2015
The RetailWire Christmas Commercial Challenge: Big Lots vs. Old Navy
It’s week five of our Challenge series and, so far, Macy’s, T.J. Maxx, Best Buy and Barnes & Noble have won their respective weekly matchups.
This week we offer "Christmas Does Not Happen Without Me" from Big Lots, the reigning champion of the RetailWire Christmas Commercial Challenge, versus Old Navy’s "Kid’s Table" spot starring Carrie Brownstein and Fred Armisen of IFC’s "Portlandia."
![[Image: Big Lots]](/public/images/discussions/18714/big-lots-still.jpg)
Christmas Does Not Happen Without Me – Big Lots/YouTube
![[Image: Old Navy]](/public/images/discussions/18714/old-navy-still.jpg)
Kids Table starring Carrie Brownstein & Fred Armisen (Extended Cut) – Old Navy/YouTube
Discussion Questions
What is your critique of Big Lots’ “Christmas Does Not Happen Without Me” and “Kids Table” from Old Navy? Which spot do you think does a better job of connecting with the chain’s core customer base while also reaching out to prospective shoppers?
Poll
BrainTrust
Kevin Graff
President, Graff Retail
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I don’t care for either spot. Big Lots is too in-your-face and Old Navy doesn’t celebrate the holidays. That said, the Big Lots spot does connect with the core story of the brand. It get’s my vote for this round, but we’ve seen much better spots from other retailers.
I do not care for either. Neither does the job it is intended to do. Old Navy is too long and says nothing worth hearing. Big Lots is well … blah. These do not rate high on the “like” meter from this seat.
Neither one. They are both lame and the Old Navy commercial is way too long. If forced to pick I would say the Big Lots commercial because it does convey Christmas presents both visually and vocally throughout. The Old Navy ad does not give you a solution until the end.
The Big Lots commercial is uplifting. Old Navy’s is depressing. Big Lots’ is much more enticing to shop.
Spoiler: I peeked at the other comments before I looked at the commercials, so I was surprised that I actually like both of these, even though they are very different. Big Lots’ title and song, “Christmas Does Not Happen Without Me,” is a big winning phrase, it speaks to each individual’s importance to make things happen (i.e., even if it is to make and buy gifts, among other things). The point is each viewer can identify with it and that’s the key to effective advertising.
The Old Navy ad was moderately entertaining (to me), more like a scene from a movie, so it would have helped to get the advertiser name at the beginning and end.
I like the Big Lots commercials because they’re infectious and fun. The brand is showing consumers that even on a limited budget, anything is possible.
This was easy. Like several others commenting before me here today I did not like either of them. By the way, Big Lots, for many people around the world Christmas does indeed happen — with or without “me” shopping.
Really like both. Both are pulling in a clear direction that makes sense for the brand. Ultimately I believe the Big Lots work has more energy and a stronger statement about the consumer mindset. Big Lots for the win.
Big Lots’ spot just doesn’t work for me, although the tune is catchy.
The Old Navy one actually made me laugh (mostly at myself because my wife thinks I’m the guy in the hoodie when we go out!) I don’t think you’ll see it playing for long on the airwaves though. Likely best as an online spot that they can hope goes viral if they have a few edgier cuts than this one.
Big Lots and it isn’t even close. I love that they use confident larger-sized ladies (OK, one is larger and the other two pretty average, but larger than the typical model/actress) and they own it. They put out a great spread showing off items that you can presumably get at Big Lots.
The Old Navy ad was just plain rude and highlighted how judgmental society has become. It was the antithesis of what Christmas is all about. Both the ad agency and Old Navy executives should be ashamed. It made me want to cry and not in a good way.
Big Lots does it again in my book. Their name everywhere, and their products. They positioned themselves center stage and reminded us who they are.
Old Navy was good, but just not good enough for my 2 cents.
While neither commercial hit the spot, Old Navy’s was disturbing in tone. Making people look like “losers” is hardly the way to attract customers. Yes, I know they were only losers because they had not gone to Old Navy, so the message is all non Old Navy customers are losers? Great way to attract new customers?
I like both spots a lot, the Big Lots spot is very breakthrough and feels a little more authentic and human than what other retailers are putting out. The Old Navy spot does a great job of showcasing product for an entire family even though the story focuses on adults. I think Big Lots does a better job of connecting with their core customer while Old Navy may have been more successful at luring in new customers.
Big Lots wins by miles — a true (and delightful) celebration of their customers vs. Old Navy showing “losers” trying to “get in.” I get the point of the Old Navy spot, but Big Lots just makes you feel BETTER about yourself — always a better way to go.
Well, neither commercial really does much for me. However I’d give the nod to Big Lots because I believe it is more “viral” and has broader appeal. And, as others have commented, it is much more uplifting.
Could the Big Lots’ song become the worm in your ear during the holidays? Probably not to replace Nat King Cole, but perhaps.
While I’m not a huge fan of Portlandia, I think Old Navy nailed it with “Kids Table” in terms of appealing to an aging indie audience with anxieties about showing up places under-dressed (there’s something almost Freudian about adults being invited to sit at the kid’s table while everyone else schmoozes, isn’t there?). The banter is solidly funny (although it stretches on a little long) and the concept, well, honestly it had me thinking maybe it’s time for me to grab a few new button-ups. So that one was definitely my pick for winner. To me it looks like a sign that the brand is keeping a close eye on the fast-fashion customer post-Stefan Larsson.
The Big Lots commercial didn’t do much for me personally, but I can certainly see its empowering message and sense of enthusiasm really hitting the mark with working mothers, which is who I saw as being the target audience of the ad.
Duh. Big Lots. I’m not even their target. (I’m a middle-aged, albino dentist) But my god-o-golly I feel something when I watch/hear that lady sing. I think it connects hard core with its core — are you kidding me? My mom still crazy overdoes Christmas, has a blast, loves it, owns it and shares it, all at the same time. Now, I like that Fred Armissnessn and Kerri Strug, but I feel like those two wouldn’t be friends in real life with those fake-model robots that walk in. I vote Big Lots. Those ladies are Christmassrippin’ it up, y’all!!