While it may feel like the commercial breaks have been dominated with festive ads leading up to Thanksgiving, there have actually been fewer holiday-themed ads from retailers this year than last.
Data from research firm Ace Metrix found there were just 47 holiday retail ads airing on US TV by the Monday before Thanksgiving, compared to 111 by the same point in 2015.
There may be fewer ads on air, but retailers that have opted for holiday spots have been producing creative that is going down well with consumers. Of the 85 holiday-themed ads Ace Metrix tested, scroll down to see the most-liked.
Each ad was scored by a panel of at least 500 consumers, demographically balanced according to the US census. The results were presented on a scale from 1-950, based on on metrics including likeability, desire, information, change, and attention. Below we rank the top 5 ads on their likeability score.
This spot is one of a series of eight, all around the theme of giving “a little more.”
The ad sees Kohl’s mischievous elf characters jumping through the kitchen window attempting to give a flustered mom a hand with a Thanksgiving dinner, before her teenage son steps in and offers to help.
The campaign was created by Anomaly and Huge.
Walmart’s holiday spot shows a diverse array of families and service people giving thanks.
It finishes with a snippet of a cover of The Beatles’ “Come Together.”
Coke’s festive spot shows a boy carrying a wooden crate stuffed with ice and bottles of Coca-Cola, gifting them to people preparing for the holidays.
It ends with the boy giving his last Coke to Santa.
The global ad was created by SRA Rushmore-Madrid.
Macy’s holiday ad is its first TV spot showcasing the annual Thanksgiving Day Parade.
The ad shows a Santa Claus balloon winking at a boy as he watches the New York parade back in the 1920s. The boy ages throughout the ad into a man, but watches the same Santa balloon every year — until one year when the man is missing from the crowds. Santa breaks away from the parade and finds the elderly man sitting at home.
The spot was created by BBH New York.
Duracell’s holiday-themed effort is a tie in with “Rogue One: A Star Wars Story.”
It tells the tale of a group of children in hospital going on an epic “Star Wars” mission around the ward, thanks to the help of the batteries that power their toys.
The ad was created by Anomaly.
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