The RetailWire Christmas Commercial Challenge: Macy’s vs. Target
In week five of this year’s Christmas Commercial Challenge, we are putting up a spot from the department store chain, Macy’s, versus another from Target, a discount retailer that traces its roots back to the early sixties when it was opened by Dayton’s, another department store.
This week’s spots are unusual in that both run past the typical 15-, 30- and 60-second lengths typically seen on television.
Macy’s the “#SantaProject” uses interviews with small children and addresses internet searches that deliver results claiming Santa is not real. Macy’s invites viewers to go online and post photos, videos and social media messages that will “fill the internet with the magic of belief.” So far, Macy’s spot has over 3.65 million views on YouTube. The department store has tied in the effort with an invitation for people to visit social.macys.com/believe and write a letter to Santa. Macy’s is donating $1 to the Make-A-Wish foundation (up to $1 milllion) for every letter written.
Target’s “The Toycracker” takes a decidedly different approach with what it calls “a mini-musical spectacular.” The spot, which stars the Grammy winning recording artist, John Legend, and his wife, the model and actress, Chrissy Teigen, is a modern and very loosely based take on the story of “The Nutcracker.” It has generated nearly 3.5 million views to date on YouTube to date and is built around the story of a young girl rediscovering the true meaning of Christmas.
Macy’s: “The SantaProject”
Target: “The Toycracker”
DISCUSSION QUESTIONS: What are your critiques of Macy’s “#SantaProject” and Target’s “The Toycracker” spots? Which does a better job of connecting with each’s core customers while reaching out to new ones?