The RetailWire Christmas Commercial Challenge Goes Global – Week 4
We’re one week away from choosing a winner for the global version of the RetailWire Christmas Commercial Challenge. This week we’ll make your decision even more difficult with four high-quality spots from Argos, The Body Shop, Harrods and TK Maxx.
Which spot will join Sainsbury’s "Mog’s Christmas Calamity" and Waitrose’s "What Makes Your Christmas" in next week’s finale along with the co-winners of our week-two matchup, Lidl and Marks & Spencer? That decision is entirely up to you. Merry Christmas!
![[Image: Argos]](/public/images/discussions/18746/argos-still.jpg)
Just Can’t Wait – Argos/YouTube
![[Image: The Body Shop]](/public/images/discussions/18746/thebodyshop-still.jpg)
![[Image: Harrods]](/public/images/discussions/18746/harrods-still.jpg)
![[Image: TK Maxx]](/public/images/discussions/18746/tkmaxx-still.jpg)
Discussion Questions
What is your critique of the commercials from Argos, The Body Shop, Harrods and TK Maxx? Which one do you think is the best of the four? Would any of these spots work if presented by a U.S. retailer to a domestic audience?
Poll
BrainTrust
Bob Phibbs
President/CEO, The Retail Doctor
W. Frank Dell II
President, Dellmart & Company
I think The Body Shop nails who they are, diversity and keeps you listening the best. TK Maxx is a great message but I’m not sure I’d wait around until the end and find out whose commercial it was.
Ultimately any ad has to drive awareness and humor does that well so my vote would be The Body Shop to show in the U.S.
The Body Shop gets my vote. The spot stays true to the brand’s core story and then goes one better by including a cause at the end. I also liked the message from the Argos spot, but didn’t care for the voiceover talent. Harrods was nothing special. TK Maxx was cute, but didn’t reinforce the store message, other than lower prices.
The Body Shop is the winner. Well known Christmas song, humor and a cause all wrapped up in a neat holiday package.
Argos shows some breath of product, but pure focus on delivery speed without competitive pricing is a weak message. The Body Shop seems to be just silly and would not after the first showing appeal to the American audience. Harrods is classic and works for any upscale department store. I considered TK Maxx the winner by connecting savings with giving another present. This one captured the Christmas spirit and supports a wide product line.
Argos and The Body Shop are my winners. Argos because it succinctly and effectively communicates its ease and speed of shopping and product delivery or pickup. The Body Shop because it clearly communicates the use of its products by more than women only. It is humorous and engaging. Plus, the connection to clean water reinforces The Body Shop’s longstanding commitment to the environment and sustainability.
Amazon, Amazon Prime and more recently Amazon Prime Now clearly captures the Argos theme in the U.S. It is still a challenge for most retailers to deliver in the Argos time frame. This year’s FedEx problems have not helped U.S. retailers.
The Body Shop commercial would work well on this side of the pond.
Argos is all about speed and the spot emphasized that message. The Body Shop nailed the message with a celebration of diversity and connecting with our bodies. Despite my admiration for Harrods’ history, their spot was underwhelming. TK Maxx was closest to what I’d expect to see for a U.S. market but I agree with Max that there is a risk in waiting until the end to identify the brand.
Of the four, The Body Shop wins out.
Loved The Body Shop ad. It’s cheeky enough (sorry, couldn’t resist) to hold viewers’ attention: fun, holidayish in a non-cloying way and effectively speaks to the brand and its values.
Actually I also liked the TK Maxx commercial which I thought had a positive holiday message but never lost sight of the brand promise.
The Harrods spot probably spoke to their target audience as well. It just was too staid for me and I can’t see it creating the buzz of The Body Shop or the sincerity of the messaging of TK Maxx.
As for Argos — just not creative enough.
The Body Shop ad would work (although it would probably be denounced at the next Republican Primary debate). Actually, so would the TK Maxx spot (minus any political objection) and even the Harrods commercial would have legs here.
Argos? I don’t think it would be all that effective wherever it would be shown.
The Body Shop and TK Maxx are my winners. Either of these would work well in the U.S. and certainly conjure up emotions (TK Maxx) or inspiration to “feel good” during the holidays (The Body Shop).
TK Maxx was by far the one that got my attention and appealed to my sense of giving for the holidays. Most enjoyable of the four we viewed. Next comes The Body Shop. This was the one that was most lively. We definitely knew what was being promoted. Argos was just too busy. I came away not knowing what they wanted me to buy. Harrods was not even worth watching in my opinion. I still have no idea what they were telling me.
The Body Shop hit on all cylinders. Loved the quirky characters, the variety of races and cultures, and the several less-than-perfect bodies represented in this commercial. Then it topped off with promise of a charitable contribution for safe water to some who aren’t able to enjoy nice, warm, sweet-smelling baths and showers.
The Body Shop ahead of TK Maxx by a hair. Of the two, TK Maxx would work better in the U.S. market as I’m sure The Body Shop shows just a bit too much skin for some. It is, however, upbeat and does a great job of showing product and is relatable to almost all demographics.
TK Maxx has a great story and is very heartwarming. I think the idea of giving a gift to someone you wouldn’t normally sends a nice message while also encouraging more shopping.
Body Shop gets my LOL for this morning — brilliant, funny, shows product, well edited, great take on the song … what’s not to love?
Loved Argos and their focus on fast. They have everything so it’s all about speed. Perfect!
Harrods was a bit of a disappointment. Said nothing about the brand to me.
TK Maxx, meh! Might have given us some ideas for gifts that I could get there for the mailman and paper-person that are cheap and would have been better.
Hands down winner, The Body Shop! They reminded me that bath and body gifts can be fun because lots of folks enjoy bath time. But, they got me at the clean water donation. I would make it a point to shop there if I had someone on my list that might enjoy their products.
My 2 cents.
I did not like the Argos, The Body Shop and the Harrods commercials — they were not interesting and failed to keep my attention. The TK Maxx “Love Your Neighbor” was on point with Christmas. The commercial was heartwarming and represented the meaning of Christmas.