DISCUSSION
The RetailWire Christmas Commercial Challenge Goes Global: Week 3
Written by George Anderson
Source: Allegro "English for beginners"
The first two weeks of the global version of RetailWire’s Christmas Commercial Challenge featured spots produced by U.K. retailers. This week, we head to the European continent with spots from Allegro, an e-tailer from Poland, and Edeka, the company holding the largest share of the grocery market in Germany.
The Allegro commercial, which has been viewed more than 12 million times on YouTube, is aptly entitled “English for beginners.” The spot features a senior citizen and native Polish speaker going through his daily routine while learning to speak English. Where those lessons and his life take him are behind the more than 85,000 likes the commercial has received on the social media site.
Edeka’s “Zeitschenken,” which translates to “Time To Give” in English, shows that the demands put on adults during the holiday season are very much the same in Germany as in the U.S. The spot, which has over 10 million views on YouTube, includes a voiceover (English subtitles are available) reminding viewers that “the best gift” we can give one another is time together.
Allegro “English for beginners”
Edeka’s “Zeitschenken”