The winner of the 2021 RetailWire Christmas Commercial Challenge is …

Discussion
Sources: Chewy; Etsy; Supervalu
Dec 28, 2021

Who will win RetailWire’s Christmas Commercial Challenge for 2021? We presented twelve commercials from retailers around the world in the run up to the holiday and six remain in contention.

Those in the running for your vote include:

Etsy’s “Give more than a gift,” won in a runaway contest last week against Amazon.com with 88 percent of the vote.

Chewy’s “Celebrate the holiday moments,” was the clear winner with 59 percent of votes tallied in a match up against pet-centered spots from L.L. Bean, Petco and PetSmart.

Two spots from SuperValu in Ireland and Bol.com from the Netherlands offered starkly different takes on the Christmas spirit and RetailWire’s voters were split 50/50 on which was the most effective.

Meijer and Publix both went for the heartstrings in their matchup, but it was the former that emerged the clear winner with 61 percent of the votes cast for its “Warmest wishes from our family to yours” spot.

Macy’s won the first challenge of the year with its “Tiptoe and the Flying Machine” commercial, besting a spot from Kohl’s by 20 percent.

DISCUSSION QUESTIONS: Which Christmas commercial from those in the article gets your vote as the top spot for 2021? Why?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"My vote is for Etsy – it’s a heartwarming story and encourages a purchase without being 'in your face.'"
"I still like the Macys commercial “Tiptoe and the Flying Machine” the best."
"SuperValu in Ireland and its “Reindeer Repair” spot gets the win for me. Who knew SuperValu’s carrots could repair legs and make reindeer fly?"

Join the Discussion!

12 Comments on "The winner of the 2021 RetailWire Christmas Commercial Challenge is …"


Sort by:   newest | oldest | most voted
Ken Morris
BrainTrust

SuperValu in Ireland and its “Reindeer Repair” spot gets the win for me. Who knew SuperValu’s carrots could repair legs and make reindeer fly? Christmas is all about the kids and, frankly, how can you resist a reindeer? The wonder wins vs. the giving. There is nothing like seeing it in their eyes on Christmas morning.

Dr. Stephen Needel
BrainTrust

My vote is for Etsy – it’s a heartwarming story and encourages a purchase without being “in your face.”

Dave Bruno
BrainTrust

This may be my age showing, but Macy’s ad connects so well to so many stop-motion holiday specials of the past that it easily took this Boomer’s vote. I thought the surprise ending was a nice touch as well.

Richard Hernandez
BrainTrust

I really enjoyed the SuperValu and Etsy commercials this year, but Etsy is the winner – it had sentiment, product placement and it felt really good to see people interact in a way where fellow members of humankind were helping each other.

Mohamed Amer, PhD
BrainTrust

Etsy is the winner! Etsy’s ad was emotionally direct and built a warm relationship between the two generations in 30 seconds. It highlighted two segments that have endured much through the pandemic: front-line workers and the elderly. Etsy creates mutual respect and genuine caring between two diverse characters as we, the audience, look in. Etsy’s personalized gifting drives home the company’s differentiated offering while celebrating our individual uniqueness.

Cathy Hotka
BrainTrust

Etsy all the way!

Jeff Sward
BrainTrust

I love both Etsy and Chewy, but I have to give the nod to Etsy. The way they weave the spirit of the season into a quick story about people who are not already close family members is the reminder we need about how easy it can be to extend kindness, and then experience an unexpected return of same.

Patricia Vekich Waldron
Staff

Etsy gets my vote with Macy’s coming in second place. Both were on-brand, thoughtful and not too sappy.

Harley Feldman
BrainTrust

I still like the Macys commercial “Tiptoe and the Flying Machine” the best. It has the more involved and clever story to entertain and talk about the magic of Christmas.

Craig Sundstrom
Guest

I went with Etsy — simple, believable, but a strong honorable mention for Macy’s (it seemed a little cluttered this viewing).

But while the latter lost a little second go ’round, that Dutch treat freak didn’t gain anything to compensate: Act himmel!

W. Frank Dell II
BrainTrust

Hard to choose just one. I liked Etsy, Chewy, SuperValu and Macy’s. There can be many roles for a commercial including creating awareness, promoting values and selling products. This year Chewy is my winner. It shows the excitement of Christmas including the pets and connects with the company.

Allison McGuire
BrainTrust

My vote goes to Etsy. Heartwarming, but also makes sense for the brand. I understand the marketing message, while also enjoying a sentimental story.

wpDiscuz
Braintrust
"My vote is for Etsy – it’s a heartwarming story and encourages a purchase without being 'in your face.'"
"I still like the Macys commercial “Tiptoe and the Flying Machine” the best."
"SuperValu in Ireland and its “Reindeer Repair” spot gets the win for me. Who knew SuperValu’s carrots could repair legs and make reindeer fly?"

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