The RetailWire Christmas Commercial Challenge: Old Navy vs. Toys ‘R’ Us

Discussion
Dec 09, 2014

Two holiday commercials, each created with the goal of burnishing brand image, building consumer excitement and ultimately driving traffic and sales.

This week’s matchup includes "Turpigen" from Old Navy, a commercial combining the star power of Julia Louis-Dreyfus (Veep, Seinfeld) with discounts on merchandise, and Toys "R" Us’ animation-packed "Explosion of Play Magic" spot.

Which is better? You decide.

[Image: Turpigen

[Image: Explosion

What do you think of Old Navy’s “Turpigen” and Toys “R” Us’ “Explosion of play magic” commercials? Which does the better job of connecting with each chain’s core customers?

Please practice The RetailWire Golden Rule when submitting your comments.

Join the Discussion!

11 Comments on "The RetailWire Christmas Commercial Challenge: Old Navy vs. Toys ‘R’ Us"


Sort by:   newest | oldest | most voted
Steve Montgomery
Guest
7 years 5 months ago

The Old Navy ad is more effective in connecting with its core price-conscious customers. That being said, it does portray its customers as people who would leave their family and friends for a bargain. Admittedly an exaggeration (I hope) done for effect.

However, the Toys ‘R’ Us commercial does a better job in connecting with its core consumers—i.e., children. It shows what the child’s imagination may be envisioning when playing with a toy. I like the fact that it ends with strong imagery regarding a young lady imagining herself in a Hunger Games role.

Richard J. George, Ph.D.
Guest
7 years 5 months ago

As much as I like “Elaine,” the Old Navy ad, with the exception of the price discounting, which everyone is doing, lacks any compelling reason to buy at this retailer. Not sure of the target market—the entire family? Plus what’s with the boy’s sweater?

On the other hand the Toys ‘R’ Us ad is targeted, animated, engaging and fun to watch. Great core customer connection!

Kevin Graff
Guest
7 years 5 months ago

A slam dunk for Toys ‘R’ Us! It’s fun, and reminds parents of how magical toys can be for kids. Old Navy’s ad is good, just not great.

W. Frank Dell II, CMC
Guest
7 years 5 months ago

While I enjoyed Old Navy’s Turpigen it is targeted for the adult paying for the children clothes, not kids, otherwise a children’s commercial for adults. Toys ‘R’ Us Explosion is a children’s commercial for children. The better commercial is Toys ‘R’ Us.

Joan Treistman
Guest
7 years 5 months ago

Toys ‘R’ Us is the winner for me. The branding is constant because we are in the store which reinforces Toys ‘R’ Us even when it’s not being said or sung. Again because it’s shot in the store we can see the wide array of products (aka toys) all around and especially as we are viewing different aisles. The kids that are showcased are having so much fun we want to play along or bring that much enjoyment to the children on our holiday list.

There is too little branding, product messaging or understandable story line in Old Navy’s “Turpigen” to capture my vote.

J. Peter Deeb
Guest
7 years 5 months ago

Toys ‘R’ Us by a wide margin. They have scored with both boys and girls and have pushed toys that are very popular but will not necessarily be discounted! Old Navy is using mainly price to reach moms, and while the recognition factor of Julia Louis-Dreyfus is big, kids rule at Christmas, and what kid wants sweaters over toys?

Ed Rosenbaum
Guest
7 years 5 months ago

OK. I have made a selection from two of the poorest commercials seen for the holidays. How can those agencies accept payment for this trash? How was Old Navy blinded by star power rather than quality?

Old Navy uses a former star in a former ad done better months ago using Amy Poehler. Toys ‘R’ Us should be ashamed using a form of violence to promote their position. A bow and arrow and laser gun to depict a game? Aren’t we in enough turmoil with street violence without a children’s toy company showing it more and for Christmas? Come on folks. We can certainly do better than this, can’t we?

Lee Kent
Guest
7 years 5 months ago

Toys ‘R’ Us literally hit it out of the park. ‘Nuff said, for my two cents!

Gajendra Ratnavel
Guest
7 years 5 months ago

Felt like marketing forgot about the holidays in these two companies. I didn’t like either.

There is one ad from Air Canada that keeps playing on YouTube that is very well done. Why it’s so powerful during the holiday season is because it leverages the emotions that are very heightened during the holidays. Sharing time with family, enjoying good food, drinks and giving.

You can see the commercial here.

Christina Ellwood
Guest
Christina Ellwood
7 years 5 months ago

Old Navy’s spot is better because it features the product and the sale but both are inferior to early choices.

It at least the Old Navy spot gives a clear call to action.

Aside from featuring kids (their target audience) playing with toys in the store (parental nightmare), the Toys “R” Us commercial does nothing to convey why a parent should want to buy those toys from them.

David Wrigley
Guest
David Wrigley
7 years 5 months ago

Toys ‘R’ Us seems to capture the heart of the child experience today. Animation, action, explosions, upbeat music and features which take kids to another world. Observing my own child playing video games, this is what he is most interested in. Toys ‘R’ Us nailed their target market—kids.

wpDiscuz

Take Our Instant Poll

Which commercial do you think does the most effective job of connecting with each chain’s core customers?

View Results

Loading ... Loading ...