October 25, 2013
The RetailWire Christmas Commercial Challenge: TRU Vs. Target
Holiday commercials, created with the same goal in mind. Drum up consumer shopping excitement and send people marching through store doors or onto retailer websites. Some work brilliantly, while others result in plenty of clearance inventory once Christmas has passed.
In the RetailWire Christmas Commercial Challenge (today being the first installment) we will randomly offer up two commercials for you to critique throughout the season. In the end, we will put all the winners up for a vote to determine the merchant with the most to be cheerful about during this season of stress and, hopefully, cheer.
Up today are commercials from Toys "R" Us and Target.
The Toys’ "Wishes Come True" spot is already airing as the retailer attempts to get out ahead of rivals, including Target.
Target has chosen to hold running its "My Kind of Holiday" spot on television until Nov. 6 after taking heat last year for running commercials in October.
Which is better? You decide.
![[Image: Target Holiday]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzExMiUyRnRhcmdldC1ob2xpZGF5cy1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
![[Image: TRU Holiday]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzExMiUyRnRydS1ob2xpZGF5cy1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
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Recent Discussions
Discussion Questions
What do you think of Target’s “My Kind of Holiday” and the Toys “R” Us “Wishes Come True” commercials? Which will best help drive business this holiday season?
Poll
You’d have to be a bit of a Scrooge not to love the Toys “R” Us commercial. There’s an amazing emotional connection created with the viewer as they remember that sheer excitement from when they were a child … and know that they want nothing more than to create that same sense of wonder and excitement for their own kids.
Now on my way to buy my kids something at Toys “R” Us!
Toys “R” Us is toys. Target is everything for the family. Both spots do a good job of conveying the core story of each brand. Both spots are carefully populated with all ethnic types. The Target spots just feels better, more upbeat.
I love both of them!…but the Toys “R” Us spot wins. My kids are in their 20s, but I want to run out to Toys “R” Us right now!
I have to laugh at myself and my reaction to the commercials. Something about the Toys “R” Us ad rubs me the wrong way. At the same time I can see its effectiveness in connecting the dots between happy kids, toys and Toys “R” Us. Did I overlook the Holiday theme?
I need the psychotherapist to help me out here. But I’m guessing my gut reaction comes because I didn’t see a context other than run amok in the store and find your pleasure. I agree with those that say it’s a great vehicle for confirming the exuberance emitted when kids and Toys “R” Us gifts connect.
On the other hand the Target commercial conveys a lot about what you can buy there and how what you buy adds to your holiday joy. Undoubtedly it’s geared to older kids and adults.
In terms of creating revenue, Toys “R” Us probably has the more effective commercial. But I might not want to watch it more than once. On the other hand the music in the Target commercial is pleasant and catchy. The pace from one scene to another moves me along so that I don’t feel compelled to fast forward.
Argh! I’ve run out of hands….
Toys “R” Us is fun and heartwarming. But if you stop and think about it, they gave away one free item to 100 or so kids and are using it to get the parents of 100 million other kids to buy stuff. Nothing wrong with that, but it sort of feels like a philanthropic spot, but it isn’t. Maybe that is what rubs Joan the wrong way.
I pick Toys “R” Us. I agree that the Target spot is making an effort to highlight the family and friends that connect through the holiday season. But for me, the Toys “R” Us spot combines a bit of humor with the genuine excitement that kids have at this time of year. As a parent of three grown “kids” it brought me right back to those Christmas mornings when as a parent, you got it just right. It connected with me emotionally and that makes it a more effective ad.
Target’s ad incorporated its items into the background of the commercial focusing on the family aspects of Christmas. It included individuals of various ages indicating that it is more than just a toy store.
Toys “R” Us naturally focused on toys and more directly on the joy a child has in receiving the toy. It’s hard to beat any ad with that emotional appeal.
I’ve never seen a Toys “R” Us store look that clean and appealing. The impact is probably also amplified by the raw surprise and euphoria the kids had versus their woodland field trip expectation … which may not be very representative of their usual holiday experience.
So lots of disconnects for me in that one. While I suspect my kids will like what it represents, it may not influence my (my wife’s!) choice of which store to shop at!
Two totally different feels aimed to reach two totally different audiences, but to get the money out of the same pocket.
Target uses the “you make me feel better about my life, so I’ll buy from you” approach. Toys “R” Us yanks hard at the kids charity heart strings at the most sentimental time of year. Only a hard-hearted Scrooge wouldn’t be affected. And when kids see the ad, they will go full bore after the adults in their life to buy at TRU.
For me, I like the Target ad better (it made me think about all the good holidays in my past), but I think the Toys “R” Us ad will be more productive.
My first impression when I saw the TRU spot on TV list night was very positive. On second view, it seemed a bit less heartwarming and a bit more staged. Still, it edges out the Target commercial for sheer emotion.
Both commercials are better than average work. Both will become tiresome long before the slog to December 25 is over.
My question to self was, “Which one motivated me?” and the answer is Toys “R” Us! The spot touched me emotionally and it did something else. It showed me which toys these kids were picking.
I wish they could have done something more with that angle. What better way for friends and family to get gift ideas than to see the kids pick the gifts themselves.
Toys “F” Us – Nice to see the enthusiasm and delight of the children. Will the commercial increase traffic and sales? Perhaps we can review the financials of both post-holiday period for another discussion of ad creative vs. traffic and sales.
Both are good, very fun. But Target’s message is a better brand-lifter IMO. Most of us know what it’s really like to go into either one of their typical store environments so, in my mind, NOT reminding me of that is a plus.
Surprising to me is no mention of online elements, like buy online, pick up in store (BOPIS). It will undoubtedly be at record levels this year, so why not? Could be fear of showrooming or the 900lb Gorilla (Amazon) driving that.
I like that the Target commercial mentions the Holidays in its commercial and really focuses on how the Holidays are spent doing amazing things. They could have done a better job displaying their store. If I am not paying attention, I could miss that it is a Target commercial.
The Toys “R” Us commercial did a fantastic job of displaying their store and products, as well as the excitement of kids when they see a new toy. The commercial could have linked this to the Holidays though. I didn’t hear mention of the Holidays anywhere.
Overall, I think the Toys “R” Us commercial is more impactful and will drive more sales to store.
The Toys “R” Us commercial is heartwarming and emotional, it is a dream come true for children. Target really focuses on the whole family, all ages and holiday experiences, not just toys.
There is however a very sterile feel to the Target Commercial as in all their commercials. Target adds contemporary popular consumer culture shout outs to Instagram and twitter showing its hip, now attitude.
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You’d have to be a bit of a Scrooge not to love the Toys “R” Us commercial. There’s an amazing emotional connection created with the viewer as they remember that sheer excitement from when they were a child … and know that they want nothing more than to create that same sense of wonder and excitement for their own kids.
Now on my way to buy my kids something at Toys “R” Us!
Toys “R” Us is toys. Target is everything for the family. Both spots do a good job of conveying the core story of each brand. Both spots are carefully populated with all ethnic types. The Target spots just feels better, more upbeat.
I love both of them!…but the Toys “R” Us spot wins. My kids are in their 20s, but I want to run out to Toys “R” Us right now!
I have to laugh at myself and my reaction to the commercials. Something about the Toys “R” Us ad rubs me the wrong way. At the same time I can see its effectiveness in connecting the dots between happy kids, toys and Toys “R” Us. Did I overlook the Holiday theme?
I need the psychotherapist to help me out here. But I’m guessing my gut reaction comes because I didn’t see a context other than run amok in the store and find your pleasure. I agree with those that say it’s a great vehicle for confirming the exuberance emitted when kids and Toys “R” Us gifts connect.
On the other hand the Target commercial conveys a lot about what you can buy there and how what you buy adds to your holiday joy. Undoubtedly it’s geared to older kids and adults.
In terms of creating revenue, Toys “R” Us probably has the more effective commercial. But I might not want to watch it more than once. On the other hand the music in the Target commercial is pleasant and catchy. The pace from one scene to another moves me along so that I don’t feel compelled to fast forward.
Argh! I’ve run out of hands….
Toys “R” Us is fun and heartwarming. But if you stop and think about it, they gave away one free item to 100 or so kids and are using it to get the parents of 100 million other kids to buy stuff. Nothing wrong with that, but it sort of feels like a philanthropic spot, but it isn’t. Maybe that is what rubs Joan the wrong way.
I pick Toys “R” Us. I agree that the Target spot is making an effort to highlight the family and friends that connect through the holiday season. But for me, the Toys “R” Us spot combines a bit of humor with the genuine excitement that kids have at this time of year. As a parent of three grown “kids” it brought me right back to those Christmas mornings when as a parent, you got it just right. It connected with me emotionally and that makes it a more effective ad.
Target’s ad incorporated its items into the background of the commercial focusing on the family aspects of Christmas. It included individuals of various ages indicating that it is more than just a toy store.
Toys “R” Us naturally focused on toys and more directly on the joy a child has in receiving the toy. It’s hard to beat any ad with that emotional appeal.
I’ve never seen a Toys “R” Us store look that clean and appealing. The impact is probably also amplified by the raw surprise and euphoria the kids had versus their woodland field trip expectation … which may not be very representative of their usual holiday experience.
So lots of disconnects for me in that one. While I suspect my kids will like what it represents, it may not influence my (my wife’s!) choice of which store to shop at!
Two totally different feels aimed to reach two totally different audiences, but to get the money out of the same pocket.
Target uses the “you make me feel better about my life, so I’ll buy from you” approach. Toys “R” Us yanks hard at the kids charity heart strings at the most sentimental time of year. Only a hard-hearted Scrooge wouldn’t be affected. And when kids see the ad, they will go full bore after the adults in their life to buy at TRU.
For me, I like the Target ad better (it made me think about all the good holidays in my past), but I think the Toys “R” Us ad will be more productive.
My first impression when I saw the TRU spot on TV list night was very positive. On second view, it seemed a bit less heartwarming and a bit more staged. Still, it edges out the Target commercial for sheer emotion.
Both commercials are better than average work. Both will become tiresome long before the slog to December 25 is over.
My question to self was, “Which one motivated me?” and the answer is Toys “R” Us! The spot touched me emotionally and it did something else. It showed me which toys these kids were picking.
I wish they could have done something more with that angle. What better way for friends and family to get gift ideas than to see the kids pick the gifts themselves.
Toys “F” Us – Nice to see the enthusiasm and delight of the children. Will the commercial increase traffic and sales? Perhaps we can review the financials of both post-holiday period for another discussion of ad creative vs. traffic and sales.
Both are good, very fun. But Target’s message is a better brand-lifter IMO. Most of us know what it’s really like to go into either one of their typical store environments so, in my mind, NOT reminding me of that is a plus.
Surprising to me is no mention of online elements, like buy online, pick up in store (BOPIS). It will undoubtedly be at record levels this year, so why not? Could be fear of showrooming or the 900lb Gorilla (Amazon) driving that.
I like that the Target commercial mentions the Holidays in its commercial and really focuses on how the Holidays are spent doing amazing things. They could have done a better job displaying their store. If I am not paying attention, I could miss that it is a Target commercial.
The Toys “R” Us commercial did a fantastic job of displaying their store and products, as well as the excitement of kids when they see a new toy. The commercial could have linked this to the Holidays though. I didn’t hear mention of the Holidays anywhere.
Overall, I think the Toys “R” Us commercial is more impactful and will drive more sales to store.
The Toys “R” Us commercial is heartwarming and emotional, it is a dream come true for children. Target really focuses on the whole family, all ages and holiday experiences, not just toys.
There is however a very sterile feel to the Target Commercial as in all their commercials. Target adds contemporary popular consumer culture shout outs to Instagram and twitter showing its hip, now attitude.