December 10, 2015
The RetailWire Christmas Commercial Challenge Goes Global – Week 2
Week one of the global version of the Christmas Commercial Challenge went to the creative "Mog’s Christmas Calamity" from Sainsbury’s. This week we bring you three new commercials from major players on the UK grocery scene, including limited assortment rivals Aldi and Lidl as well as Marks & Spencer.
Aldi’s "Favorite Things" spot uses the song from "The Sound of Music" to create a feel-good vibe while "The Lidl School of Christmas" shows revelers how the holiday is done, and Marks & Spencer’s "Adventures in Christmas" is all about the food.
Which of the three is best? You decide.
![[Image: Aldi]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxODcxOCUyRmFsZGktY2hyaXN0bWFzLXN0aWxsLmpwZyIgZGF0YS13PSIxIiBkYXRhLWg9IjEiIGRhdGEtYmlwPSIiPjwvc3ZnPg==)
Favorite Things – Aldi/YouTube
![[Image: Lidl]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxODcxOCUyRmxpZGwtY2hyaXN0bWFzLXN0aWxsLmpwZyIgZGF0YS13PSIxIiBkYXRhLWg9IjEiIGRhdGEtYmlwPSIiPjwvc3ZnPg==)
![[Image: M&S]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxODcxOCUyRm0lMjZzLWNocmlzdG1hcy1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
BrainTrust
W. Frank Dell II
President, Dellmart & Company
Kevin Graff
President, Graff Retail
Recent Discussions
Discussion Questions
What is your critique of the commercials from Aldi, Lidl and Marks & Spencer? Which one do you think is the best of the three? Would any of these spots work if presented by a U.S. retailer to a domestic audience?
Poll
I really enjoyed all three commercials and believe they would have a broad appeal in the U.S. While the Marks & Spencer ad was beautiful (and certainly made me hungry) I think the Lidl ad won overall because of its ability to spread into other channels. The Lidl website has a “School of Christmas” page with recipes, videos and tips and I would think that they will schedule some in-store events as well. This is excellent omnichannel advertising.
Each was light, moved quickly and pictured Christmas. Aldi was the real winner. The music from the Sound of Music is right on for Aldi and their limited selection. Without a doubt, this commercial would work well in the U.S.
I like the Aldi spot because it showed me the myriad of things that are in-store for the holidays. I don’t get the Lidl spot. How is shopping at Lidl going to make me have a perfect holiday? And the M&S spot doesn’t tell me if they have all of these delicious looking creations in-store or if I have to make them myself.
Let’s go to the movies for our Christmas ads!
Aldi’s Favorite Things: Sound of Music. I thought the references were a little too vague or cutesy. Some not relevant (a woman ice skating on a what? A cupcake?)
Lidl: Felt like Harry Potter and the Christmas Laboratory — in Diagon Alley. Clever and original, though.
Marks & Spencer. Felt like the ad they run in movies BEFORE the movie begins. Run right out to the lobby and buy a big popcorn and a drink. Musical and very motivating. Images creative and pleasant. (I wanted the roll-ups wrapped with bacon the minute I saw them early in the commercial).
So it’s Marks & Spencer for me. (And, unlike Max, I never doubted for one minute that they had all these goodies available at the store).
I don’t think any of these would work for a U.S. domestic audience. Different sensibilities I guess.
All three are quite good, but I find the M&S and Aldi ones to be rather “common” these days. The winner in my humble view is the Lidl spot. The right combination of humor, a fresh approach and strong product placement. Makes you laugh at what we all do and stress about during the holidays.
These commercials are superior to last week’s offerings. I like the Marks & Spencer the best because it delivered, in my opinion, the best food message of the three. The other two held my interest but the M&S ad was on target to sell groceries.
All three are falling into a few of my favorite things (ads) arena. Did my bias show in the opening line? My vote is for the Aldi ad as I believe it reinforced its market positioning with a very nice Christmas theme. Certainly believe it would work well here in the U.S.
Marks & Spencer really focused on the food and made my mouth water. That oooey gooey chocolate pouring out. Yum!
Both others were good and right on point for their brands. Lidl gave me more to think about.
M&S gets my 2 cents. I need chocolate now!
They all use cute animals and snow. 🙂 I liked them all, but must admit that the M&S most made me want to run out to buy delicious things to eat and cook ….
The Lidl School of Christmas without question broke a few of the most classic rules Advertising professors teach. But it was my absolute favorite of the three. Fresh, different, charming, funny and unexpectedly engaging as you tried to see everything and process all that was going on. I loved that they cast normal looking and sounding people — not all perfect specimens.
The other two were also quite good ads as well. I could see the Aldi one working in the U.S. market.
The Aldi commercial leaves an elevating, feel-good vibe and watching the commercial a couple of times will definitely leave you humming to the sound of music tune…good for a recall.
Marks & Spencer’s ad is a visual treat and with perfect captures of food display shots, the ad is appetizing and would make you want to visit Marks & Spencer’s for their gourmet food.
The Lidl commercial, while they have tried to make it funny, it’s just easy to switch channels when the commercial is on.
So I would rate number one, Marks & Spencer’s as it motivates you to visit the store, number two, Aldi, for a great lingering after effect, and I wouldn’t rate the Lidl commercial. Among the three, Marks & Spencer’s and Aldi would do good globally.
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I really enjoyed all three commercials and believe they would have a broad appeal in the U.S. While the Marks & Spencer ad was beautiful (and certainly made me hungry) I think the Lidl ad won overall because of its ability to spread into other channels. The Lidl website has a “School of Christmas” page with recipes, videos and tips and I would think that they will schedule some in-store events as well. This is excellent omnichannel advertising.
Each was light, moved quickly and pictured Christmas. Aldi was the real winner. The music from the Sound of Music is right on for Aldi and their limited selection. Without a doubt, this commercial would work well in the U.S.
I like the Aldi spot because it showed me the myriad of things that are in-store for the holidays. I don’t get the Lidl spot. How is shopping at Lidl going to make me have a perfect holiday? And the M&S spot doesn’t tell me if they have all of these delicious looking creations in-store or if I have to make them myself.
Let’s go to the movies for our Christmas ads!
Aldi’s Favorite Things: Sound of Music. I thought the references were a little too vague or cutesy. Some not relevant (a woman ice skating on a what? A cupcake?)
Lidl: Felt like Harry Potter and the Christmas Laboratory — in Diagon Alley. Clever and original, though.
Marks & Spencer. Felt like the ad they run in movies BEFORE the movie begins. Run right out to the lobby and buy a big popcorn and a drink. Musical and very motivating. Images creative and pleasant. (I wanted the roll-ups wrapped with bacon the minute I saw them early in the commercial).
So it’s Marks & Spencer for me. (And, unlike Max, I never doubted for one minute that they had all these goodies available at the store).
I don’t think any of these would work for a U.S. domestic audience. Different sensibilities I guess.
All three are quite good, but I find the M&S and Aldi ones to be rather “common” these days. The winner in my humble view is the Lidl spot. The right combination of humor, a fresh approach and strong product placement. Makes you laugh at what we all do and stress about during the holidays.
These commercials are superior to last week’s offerings. I like the Marks & Spencer the best because it delivered, in my opinion, the best food message of the three. The other two held my interest but the M&S ad was on target to sell groceries.
All three are falling into a few of my favorite things (ads) arena. Did my bias show in the opening line? My vote is for the Aldi ad as I believe it reinforced its market positioning with a very nice Christmas theme. Certainly believe it would work well here in the U.S.
Marks & Spencer really focused on the food and made my mouth water. That oooey gooey chocolate pouring out. Yum!
Both others were good and right on point for their brands. Lidl gave me more to think about.
M&S gets my 2 cents. I need chocolate now!
They all use cute animals and snow. 🙂 I liked them all, but must admit that the M&S most made me want to run out to buy delicious things to eat and cook ….
The Lidl School of Christmas without question broke a few of the most classic rules Advertising professors teach. But it was my absolute favorite of the three. Fresh, different, charming, funny and unexpectedly engaging as you tried to see everything and process all that was going on. I loved that they cast normal looking and sounding people — not all perfect specimens.
The other two were also quite good ads as well. I could see the Aldi one working in the U.S. market.
The Aldi commercial leaves an elevating, feel-good vibe and watching the commercial a couple of times will definitely leave you humming to the sound of music tune…good for a recall.
Marks & Spencer’s ad is a visual treat and with perfect captures of food display shots, the ad is appetizing and would make you want to visit Marks & Spencer’s for their gourmet food.
The Lidl commercial, while they have tried to make it funny, it’s just easy to switch channels when the commercial is on.
So I would rate number one, Marks & Spencer’s as it motivates you to visit the store, number two, Aldi, for a great lingering after effect, and I wouldn’t rate the Lidl commercial. Among the three, Marks & Spencer’s and Aldi would do good globally.