The RetailWire Christmas Commercial Challenge: Macy’s vs. Toys “R” Us
The general consensus is that the 2015 holiday season will build on the gains posted by retailers in 2014. Research by Accenture, for example, found that 40 percent of consumers plan to spend more for the holidays this year, up from 25 percent who gave the same answer in last year’s survey.
While the prognosis is relatively bright, that doesn’t mean the competition will be any less intense. For some retailers, this is the time to give stakeholders hope that recent gains will continue, while others are looking to show signs that a turnaround is underway.
Throughout this holiday selling season, our RetailWire Christmas Commercial Challenge (now in its third year) will offer up commercials from two different retailers for you to critique. In the end, we will put all the winners up for a vote to judge which retailer did the most effective job in communicating with its core customers and targeted prospects.
Up today are videos from Macy’s and Toys "R" Us. Each spot is clearly designed to tug at the heartstrings. Macy’s "The Wish Writer" is a longer format piece tied to a campaign to raise funds for the Make a Wish Foundation. Toys "R" Us’ "Christmas Tree" is a 60-second spot that focuses on sharing the spirit of the season and is part of the chain’s larger "Awwwesome" branding and sales promotion campaign.
Will making an emotional connection lead to consumers making more purchases between now and the end of the year at Macy’s and Toys "R" Us? That remains to be seen. For now, it’s up to you to choose which of the two spots is more effective.
What is your critique of Macy’s “The Wish Writer” and Toys “R” Us’ “Christmas Tree”? Which do you think does a better job of connecting with the chain’s core customer base while also reaching out to prospective shoppers?