The RetailWire Christmas Commercial Challenge: Kohl’s vs. T.J. Maxx
Despite strong consumer sentiment and solid job numbers, a recent spate of disappointing earnings reports has some feeling a bit uneasy about the retail industry’s prospects for the holiday selling season. A strong ad campaign can be a difference-maker and this week RetailWire serves up two different spots from Kohl’s and T.J. Maxx for your reviewing pleasure.
The two spots — Kohl’s "Celebrate Togetherness" and T.J. Maxx’s "Bring Back the Holidays" — focus on what makes the season special on a human level, away from the commercial emphasis.
Will these reminders of what’s important achieve their reverse psychological intent and boost traffic and sales at the two chains? Last week’s winner — Macy’s "The Wish Writer" — employed a similar approach, so it’s clear that soft sell works in the opinion many RetailWire readers. Which spot will win this week? The decision is yours.
What is your critique of Kohl’s “Celebrate Together” and T.J. Maxx’s “Bring Back the Holidays” spots? Which do you think does a better job of connecting with the chain’s core customer base while also reaching out to prospective shoppers?