The top 10 retailers based on consumers' favorite TV holiday ads.
The top 10 retailers based on consumers’ favorite TV holiday ads.
Catch phrases such as “Splurging is dated” are speaking to consumers’ budgets in Target’s ad spots. “There’s no place like Target at Christmas to save.” Ads feature children during the season, and some use humor to connect with the budget-limited shopper. One example is a school Christmas pageant, showing parents quietly inserting money-saving Christmas tips into their children’s speeches. The company told WWD, “To help guests to stay within their gift-giving budget during the holiday season, we’re leveraging highly visible marketing vehicles — such as our weekly circular, broadcast ads and in-store signage and endcaps — to share our value proposition of great design and high quality, all offered at affordable prices.”
Advertisements for the Bentonville, Ark.-based retailer focus on families, and how Wal-Mart can help them save money over the holidays. One TV ad touts, “Here’s to a magical Christmas. Save money. Live better.” Another one states, “Thanks to Wal-Mart, you can give your kids a Christmas as big as their imagination. Christmas costs less at Wal-Mart.” In addition to saving on gifts, the retailer also speaks to those who are cooking big meals for relatives: An ad featuring a large family that wants several different dishes says, “With Wal-Mart’s unbeatable prices, you can get all the fresh, healthy ingredients you need to make Christmas dinner the tradition your family will look forward to every year.”
Electronics giant Best Buy chose to connect with consumers on an emotional level. In several spots, the Richfield, Minn.-based retailer took a humorous approach, and filtered in consumers’ reactions from gifts over the holiday season into its commercials. Saying, “The best gifts get the best reactions,” the spots show average shoppers having wild reactions to gifts throughout the store. Another approach is taken in the “True Stories” spots: In one ad, a Best Buy employee recounts working on a military base in Texas. Another employee shares how he helped a woman purchase a cell phone for her husband: He suggested she place it under the tree and call the phone Christmas morning.
Macy’s “Believe” campaign includes a re-creation of The New York Sun’s famed “Yes, Virginia, There is a Santa Claus” editorial. In addition, ads feature celebrity designers Jessica Simpson, Martha Stewart, Carlos Santana, Donald Trump, Tommy Hilfiger, Kenneth Cole, Ana de la Reguera and Carlos Ponce. A Spanish-language version features Santana, de la Reguera and Ponce. Advertising invites children to deposit their letters to Santa at their local R.H. Macy Santa Mail letter box, in order to help grant the wishes of seriously ill children. “‘Believe’ captures the heart of the holiday with a season-long effort that elevates the message of goodwill and generosity through a campaign to benefit the Make-A-Wish Foundation,” said the company.
The Menomonee Falls, Wis.-based retailer is touting its stores as “the one-stop destination for shoppers looking to get the most for their money during a challenging economic environment.” Holiday advertisements feature “brightly wrapped boxes, tag lines and easy-to-spot visual cues that highlight gifts and prices,” according to the company. Beginning in November, Kohl’s began implementing frequent sales events, aggressive discounts on popular merchandise and an easy online shopping experience. “Our entire holiday program is designed to help customers stretch their budget during an especially difficult holiday season,” said Kevin Mansell, president and chief executive officer. The company’s campaign includes broadcast and print advertising, digital media, charge card promotions, direct mail and e-mail outreach.
Celebrities are the focus of Sears’ holiday 2008 ad campaign. Featuring the song “World” by Five for Fighting, Sears shows performers and celebrities such as LL Cool J, Vanessa Hudgens and Ty Pennington, who received gifts including “a voice,” “confidence” and “tools to build a future,” respectively. This season, Sears also did an online survey of Americans about what gifts they wanted. The top five were video game systems, MP3 players, notebook computers, digital cameras and diamond rings. “Embracing the magic and power of wishes has been a long-standing tradition at Sears,” said Don Hamblen, Sears’ chief marketing officer. “All of the gifts on the wish list can be found in-store at Sears or online at sears.com.”
“Kmart Saves Christmas,” the Hoffman Estates, Ill.-based retailer’s ads boast. Spots feature children and parents receiving all the gifts they wanted on Christmas Day, but no one is concerned about what they spent, since everything was purchased at Kmart. “Did we go over budget?” shoppers initially ask, but then they answer, “No, we went to Kmart.” Gift ideas, such as cashmere sweaters, quilted leather jackets and handbags are provided at the end of each ad, along with their sale prices. Each ad concludes: “There’s smart. And then there’s Kmart smart.”
Created by Saatchi & Saatchi, J.C. Penney’s advertisements promote low prices, style and quality. Advertisements feature the word “Give” next to gift ideas, such as watches, hats, sleepwear and candles. “Feel the joy of giving,” other ads suggest, pointing out that consumers don’t need to stress over the season when shopping at its department stores. The company stated, “J.C. Penney has launched a powerful, integrated marketing campaign that highlights J.C. Penney’s affordable gift assortment and invites customers to celebrate the joy of giving this season. Consistent with the company’s ‘Every Day Matters’ approach,” the “marketing campaign communicates to customers that J.C. Penney understands their financial pressures,” the company said.
The specialty retailer’s ads, created by Outside Editorial and Chandelier Creative, introduced the holiday season last month with a vibrant ad campaign promoting Old Navy’s “After Thanksgiving Sale,” “Holiday Branding” and “Outerwear Sale.” Outside contributed “editorial and graphics, jazzing up the holiday palette to the spirit of the Old Navy brand.” The “Holiday Branding” spot sets the tone, highlighting the fun of giving and receiving presents. “Vivacious models embrace colorful gift-wrapped boxes and celebrate under flurrying confetti and billowing ribbons,” said Outside. Another spot, set to Bow Wow Wow’s Eighties hit, “I Want Candy,” features colorful fashions offered this season.
TOYS 'R' US
Toys ‘R’ Us unveiled its holiday marketing campaign in October, “designed to demonstrate its authority position in toys and leverage the nostalgia of the Toys ‘R’ Us brand,” the company said. The ad spots introduce a tag line, “Where kids are a big deal.” The company said, “The series of commercials features parents celebrating their children. The spots will introduce a contemporary version of the iconic ‘I’m a Toys ‘R’ Us Kid’ jingle, while highlighting the company’s unrivaled product assortment and exceptional values for holiday.” Television and radio sports are airing nationally.