November 25, 2014
The RetailWire Christmas Commercial Challenge: Gap vs. H&M
Two commercials, each created with the goal of burnishing brand image, building consumer excitement and ultimately driving holiday traffic and sales.
This week’s matchup includes "Mistletoe," one of the quirky new spots that are part of the holiday campaign from Gap, versus H&M’s "Magic Holidays."
The Gap spot, along with others directed by Sofia Coppola for the chain’s campaign, attempts to depict unusual situations that pop up during the holiday season and reminds viewers, "You don’t have to get them to give them Gap. Dress Normal."
![[Image: Gap Dress Normal]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzkzMiUyRmdhcC1hZC1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
H&M goes for musical star power with a duet of "It Don’t Mean a Thing (If It Ain’t Got That Swing" from Lady Gaga and Tony Bennett.
![[Image: H&M Magical Holidays]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzkzMiUyRmgtYW5kLW0tYWQtc3RpbGwuanBnIiBkYXRhLXc9IjEiIGRhdGEtaD0iMSIgZGF0YS1iaXA9IiI+PC9zdmc+)
Which is better? You decide.
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Recent Discussions
Discussion Questions
What do you think of Gap’s “Mistletoe” and H&M’s
“Magical Holidays” commercials? Which does the better job of connecting with each chain’s core customers?
Poll
The Gap commercial was cute—once.
As a music lover—and a jazz fiend—I must confess listening to the Tony Bennett/Lady Gaga album makes my ears bleed, so I am hardly an impartial source.
In terms of customer targeting however I have to give the nod to H&M. I’m not sure how the Mistletoe commercial does anything for Gap besides reinforce its image as an old person’s brand.
The Gap ad reminds me of the RadioShack ads in that it seems to embrace all of the worst ideas about the brand. While previous Gap holiday ads have been warm and fuzzy and at least endearing if not revolutionary, this one is bland and boring and a little uncomfortable. It does not showcase the clothes or generate any happy holiday feelings, in fact it just reminds you of the worst parts of the holidays. It seems to be going after the shopper who wants to go into a single store and buy the same sweater in different colors and sizes for everyone on their shopping list—a valuable consumer but not enough to carry you through the holiday season.
The H&M ad is cheerful and fun and will appeal to the store’s core Millennial shoppers. There are shots of some of their clothes that will inspire shoppers to go to the store to shop for themselves and others. The addition of Tony Bennett and “It Don’t Mean a Thing” was a strong move: it appeals to the Millennial love of everything retro while also making the ad more inviting to their parents and grandparents who will consider shopping at H&M to buy presents for their younger relatives.
I give it to H&M. Who doesn’t love Tony Bennett and Gaga?
The Gap commercial demonstrates rejection, difference in ages and difference in styles. I don’t see how the tagline fits.
The H&M commercial is a blending of differences which has a much stronger appeal. The hint of fantasy also will appeal to their demographic so I vote for the H&M commercial.
The Gap commercial was a little too awkward—uncomfortable, with an odd Mrs. Robinson-like feel for my holiday taste. However, the uncomfortable setting did draw me, all without any dialogue. I am curious to see the other spots in the campaign.
The H&M spot relies too heavily on the viewer’s like of Lady Gaga and Tony Bennett, then closes with an quick, interesting payoff.
I lean towards the Gap commercial.
There’s nothing better than the 15-foot-high picture of 88-year-old Tony Bennett in the H&M window. Bennett rules!
I’m a little disappointed in both of these spots, albeit for different reasons.
The generation-Gap spot just felt awkward, without really saying anything compelling about the brand value or its holiday gift solutions. (Points to the two actors, however, for conveying the story with facial expressions and body language.)
H&M’s swing extravaganza was ingeniously filmed and high-energy, but all my impressions were overwhelmed by Gaga’s enormous wig. (Was it moving on its own?) Entertaining, but I’d have to view it at least twice to recall what brand it’s for.
This selection contrasts how the two brands go about addressing differences during the holidays.
As Camille insightfully picked up on the distinct treatment of differences by the two spots, the Gap’s artistic approach kept and never fully released the audience from the grip of the awkward moment, there was no satisfactory resolution. Additionally, the spot was sufficiently abstract so that it could have applied to nearly any product or brand. High artistic marks, low brand efficacy.
The H&M spot melds and celebrates differences in a make believe, over-the-top homage to the big band era. It empowers the audience to take charge of their lives and empowers transformation. The ad just feels good and provides a rich sensory experience while connecting to the brand and its customer base.
Wow! Well….
The Gap commercial was uncomfortable and a little creepy. I didn’t know if that was his aunt, etc. It didn’t remind me of how cool the Gap brand is.
The H&M commercial is loud, cheerful, fun, colorful. They did a good job of showing their clothing and using Lady Gaga and Tony Bennett was a nice touch. It was relevant and on trend.
My vote goes to H&M.
Magical Holidays is a big production, sophisticated and suave. OK, having two big names as a halo also helps, but it was great theatrical fantasy.
Mistletoe … Ugh. I found this uncomfortable to watch, perhaps affected by other people being strange, awkward and frankly behaving somewhat antisocial.
I love the idea of awkward moments during the Holidays, but H&M’s piece definitely does a much better job of actually showing product AND connecting with the Holidays.
Both are great, nice work by the agencies, congrats.
The only reason I watched the Gap commercial through to the end was to review it. I didn’t find it compelling. Consequently the opportunity to convey a message and relate it to GAP was lost.
In contrast The H&M production was engaging. It had an energy that built and allowed H&M to generate a mood consistent with parties, show time and the holidays. Of course Lady Gaga and Tony Bennett help, but the flow of stylishly dressed guests, the vibrant music and the dancing was uplifting and generally buoyant. It made me feel the way I want to feel about the holidays. The GAP commercial did not.
All I can say about Gap is “wha?” What was that? Nothing uplifting, entertaining or evenly remotely related to Gap!
H&M hit is on the nose! Fun, entertaining, and very H&M!
Gap ad? Very uncomfortable and very unresolved. Gap only mentioned at end?
H&M ad? Noisy, busy, entertaining? Maybe. I didn’t see H&M mentioned at all. All the money and creative effort for these ads? What a waste.
As for connecting with core customers, that wasn’t my image of Gap shoppers at all, but what do I know? And I don’t know H&M’s customers either, so c’est la vie.
I DO get both of these commercials and what they are going for. Both very different, these are both really lousy.
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The Gap commercial was cute—once.
As a music lover—and a jazz fiend—I must confess listening to the Tony Bennett/Lady Gaga album makes my ears bleed, so I am hardly an impartial source.
In terms of customer targeting however I have to give the nod to H&M. I’m not sure how the Mistletoe commercial does anything for Gap besides reinforce its image as an old person’s brand.
The Gap ad reminds me of the RadioShack ads in that it seems to embrace all of the worst ideas about the brand. While previous Gap holiday ads have been warm and fuzzy and at least endearing if not revolutionary, this one is bland and boring and a little uncomfortable. It does not showcase the clothes or generate any happy holiday feelings, in fact it just reminds you of the worst parts of the holidays. It seems to be going after the shopper who wants to go into a single store and buy the same sweater in different colors and sizes for everyone on their shopping list—a valuable consumer but not enough to carry you through the holiday season.
The H&M ad is cheerful and fun and will appeal to the store’s core Millennial shoppers. There are shots of some of their clothes that will inspire shoppers to go to the store to shop for themselves and others. The addition of Tony Bennett and “It Don’t Mean a Thing” was a strong move: it appeals to the Millennial love of everything retro while also making the ad more inviting to their parents and grandparents who will consider shopping at H&M to buy presents for their younger relatives.
I give it to H&M. Who doesn’t love Tony Bennett and Gaga?
The Gap commercial demonstrates rejection, difference in ages and difference in styles. I don’t see how the tagline fits.
The H&M commercial is a blending of differences which has a much stronger appeal. The hint of fantasy also will appeal to their demographic so I vote for the H&M commercial.
The Gap commercial was a little too awkward—uncomfortable, with an odd Mrs. Robinson-like feel for my holiday taste. However, the uncomfortable setting did draw me, all without any dialogue. I am curious to see the other spots in the campaign.
The H&M spot relies too heavily on the viewer’s like of Lady Gaga and Tony Bennett, then closes with an quick, interesting payoff.
I lean towards the Gap commercial.
There’s nothing better than the 15-foot-high picture of 88-year-old Tony Bennett in the H&M window. Bennett rules!
I’m a little disappointed in both of these spots, albeit for different reasons.
The generation-Gap spot just felt awkward, without really saying anything compelling about the brand value or its holiday gift solutions. (Points to the two actors, however, for conveying the story with facial expressions and body language.)
H&M’s swing extravaganza was ingeniously filmed and high-energy, but all my impressions were overwhelmed by Gaga’s enormous wig. (Was it moving on its own?) Entertaining, but I’d have to view it at least twice to recall what brand it’s for.
This selection contrasts how the two brands go about addressing differences during the holidays.
As Camille insightfully picked up on the distinct treatment of differences by the two spots, the Gap’s artistic approach kept and never fully released the audience from the grip of the awkward moment, there was no satisfactory resolution. Additionally, the spot was sufficiently abstract so that it could have applied to nearly any product or brand. High artistic marks, low brand efficacy.
The H&M spot melds and celebrates differences in a make believe, over-the-top homage to the big band era. It empowers the audience to take charge of their lives and empowers transformation. The ad just feels good and provides a rich sensory experience while connecting to the brand and its customer base.
Wow! Well….
The Gap commercial was uncomfortable and a little creepy. I didn’t know if that was his aunt, etc. It didn’t remind me of how cool the Gap brand is.
The H&M commercial is loud, cheerful, fun, colorful. They did a good job of showing their clothing and using Lady Gaga and Tony Bennett was a nice touch. It was relevant and on trend.
My vote goes to H&M.
Magical Holidays is a big production, sophisticated and suave. OK, having two big names as a halo also helps, but it was great theatrical fantasy.
Mistletoe … Ugh. I found this uncomfortable to watch, perhaps affected by other people being strange, awkward and frankly behaving somewhat antisocial.
I love the idea of awkward moments during the Holidays, but H&M’s piece definitely does a much better job of actually showing product AND connecting with the Holidays.
Both are great, nice work by the agencies, congrats.
The only reason I watched the Gap commercial through to the end was to review it. I didn’t find it compelling. Consequently the opportunity to convey a message and relate it to GAP was lost.
In contrast The H&M production was engaging. It had an energy that built and allowed H&M to generate a mood consistent with parties, show time and the holidays. Of course Lady Gaga and Tony Bennett help, but the flow of stylishly dressed guests, the vibrant music and the dancing was uplifting and generally buoyant. It made me feel the way I want to feel about the holidays. The GAP commercial did not.
All I can say about Gap is “wha?” What was that? Nothing uplifting, entertaining or evenly remotely related to Gap!
H&M hit is on the nose! Fun, entertaining, and very H&M!
Gap ad? Very uncomfortable and very unresolved. Gap only mentioned at end?
H&M ad? Noisy, busy, entertaining? Maybe. I didn’t see H&M mentioned at all. All the money and creative effort for these ads? What a waste.
As for connecting with core customers, that wasn’t my image of Gap shoppers at all, but what do I know? And I don’t know H&M’s customers either, so c’est la vie.
I DO get both of these commercials and what they are going for. Both very different, these are both really lousy.