The RetailWire Christmas Commercial Challenge: J.C. Penney vs. Kohl’s
RetailWire readers were not thrilled by the first two commercials — from Kmart and Walmart — to kick off this year’s Christmas Commercial Challenge. Hopefully, this week’s pairing of spots from J.C. Penney and Kohl’s will be found to be a bit more inspiring.
The Penney spot — “Holiday Surprises: Flying Again” — is set up as a classic tale with a modern technological twist. Whether it finds the right balance between tugging at the heartstrings of viewers and making them laugh remains to be seen. The same is true of a its pitch for consumers to think of Penney as a place to buy a product more typically purchased in channels outside of department stores.
Kohl’s commercial — “Give a Little More: The Doll” — involves people and animated characters looking out for each other in a time of giving. Here too, the chain promotes itself as a destination for a product category more likely to be purchased at a mass merchant, toy store or shopping destination than Kohl’s.
PLEASE WATCH THE ADS AND VOTE IN THE INSTANT POLL TO THE RIGHT.
“Holiday Surprises: Flying Again”
“Give a Little More: The Doll”
What is your critique of J.C. Penney’s “Flying Again” and Kohl’s “The Doll” commercials? Which do you think does a better job of connecting with each company’s core customers while reaching out to new shoppers?