The RetailWire Christmas Commercial Challenge Goes Global – Week 3

Discussion
Dec 17, 2015

We’ve gone global for two weeks and the quality of spots from the UK have been topnotch so far. Week one went to "Mog’s Christmas Calamity" from Sainsbury’s while "The Lidl School of Christmas" beat out for Aldi and Marks & Spencer for week two honors.

This week brings three new retail competitors from across the pond:

  • "Because It’s Christmas" from Walmart’s Asda division;
  • "Christmas Party Food" from Tesco; and,
  • "What Makes Your Christmas" from Waitrose.

Which of the three is best? You decide.

[Image: Asda]
Because It’s Christmas – Asda/YouTube

[Image: Tesco]
Christmas Party Food – Tesco/YouTube

[Image: Waitrose]
What Makes Your Christmas – Waitrose/YouTube

What is your critique of the commercials from Asda, Tesco and Waitrose? 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?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"Asda and Waitrose both use festive music (I find that upbeat but not obnoxious music is key for holiday commercials) and charming visuals to make their point and I think they do it rather well. Any of these could work in the U.S."
"Well, I found the first two ads (Asda and Tesco) obtuse and pointless, and don’t promote good identification with the retailers. The Waitrose ad was coherent, entertaining and upbeat and would definitely work anywhere."
"Definitely like the cheeky way Tesco’s "Christmas Party Food" commercial playfully highlights the interaction between parents and their Millennial son as he comes upon them shopping in-store."

Join the Discussion!

7 Comments on "The RetailWire Christmas Commercial Challenge Goes Global – Week 3"


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Zel Bianco
Guest
6 years 5 months ago

Tesco’s ad falls flat for me because it could work any time of the year and doesn’t have any of the flash of most Christmas ads. It’s amusing, but not particularly special. Asda and Waitrose both use festive music (I find that upbeat but not obnoxious music is key for holiday commercials) and charming visuals to make their point and I think they do it rather well. Any of these could work in the U.S.

Max Goldberg
Guest
6 years 5 months ago

I like the Asda spot. It’s upbeat and shows the wide variety of holiday items available at its stores. The only negative is that is does not reinforce the core brand message of saving money, which motivates many British shoppers. I think this spot would work well in the U.S.

Richard J. George, Ph.D.
Guest
6 years 5 months ago

All three spots are terrific. Asda is the most entertaining, while Waitrose highlights their delicious food offerings. However, Tesco gets my vote for its succinct, humorous commercial which focuses on a holiday issue that confronts many, namely throwing a party.

All three spots could work in the U.S. They all show food retailers with a personality, which is something that is unfortunately missing in many U.S. grocers.

Naomi K. Shapiro
Guest
Naomi K. Shapiro
6 years 5 months ago

Well, I found the first two ads (Asda and Tesco) obtuse and pointless, and don’t promote good identification with the retailers. The Waitrose ad was coherent, entertaining and upbeat and would definitely work anywhere.

Steve Montgomery
Guest
6 years 5 months ago

Perhaps because I don’t understand the full offering available at Asda, I found its ad lacking in linking back to what they sell. My bad. I agree with Zel that the Tesco ad could work any time of the year, but it does address a party need at a hectic time of the year. My vote goes to Waitrose for all the wonderful food items that they offered. Any ad that entertains and makes you hungry works.

Karen S. Herman
Guest
6 years 5 months ago

Definitely like the cheeky way Tesco’s “Christmas Party Food” commercial playfully highlights the interaction between parents and their Millennial son as he comes upon them shopping in-store. This spot is a nice change from both the Asda and Waitrose offerings, which are much more traditional in focusing on holiday entertainment and foods. It’s a safe bet that the Waitrose spot with its charming and quaint images of holidays foods lovingly prepared would appeal to the broader U.S. audience.

Lee Kent
Guest
6 years 5 months ago

All 3 were great IMHO, but looks like the yummy food ad wins again for me. I have just eaten lunch so it isn’t because I’m hungry.

The food takes at Waitrose were spectacular and really reminded me about the relationship of food, family and the holidays.

Sometimes we (US retailers) simply try too hard to push celebrities, etc. and totally miss on the ad. Yes, it may have fun music, dancing and photography, but not be relevant to the occasion. All 3 of these were relevant to the brands.

My 2 cents goes to Waitrose!

wpDiscuz
Braintrust
"Asda and Waitrose both use festive music (I find that upbeat but not obnoxious music is key for holiday commercials) and charming visuals to make their point and I think they do it rather well. Any of these could work in the U.S."
"Well, I found the first two ads (Asda and Tesco) obtuse and pointless, and don’t promote good identification with the retailers. The Waitrose ad was coherent, entertaining and upbeat and would definitely work anywhere."
"Definitely like the cheeky way Tesco’s "Christmas Party Food" commercial playfully highlights the interaction between parents and their Millennial son as he comes upon them shopping in-store."

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