Adage
Some of the most beleaguered brands in the country shined this holiday season.
Ads from brands such Sears, JC Penney and USPS managed to win over consumers this year with a blend of detailed product information and humor, ranking on Ace Metrix’ top holiday ads list.
Craftsman, which is owned by Sears, was ranked the best ad of the holiday season — a huge win for the beleaguered chain. The winning ad, “Max Access Locking Wrench,” was heavy on product information, resembling a direct-response ad. JC Penney, meanwhile, continues to reap the benefits of its association with Ellen DeGeneres. The spot, a humorous conversation between the talk-show host and Santa’s elves helped JC Penney rank as the fourth-highest-scoring ad of the holiday season.
Rounding out this year’s list are marketers like Duracell, Old Navy, Philadelphia Cream Cheese and Pizza Hut representing a wide range of categories. Noticeably absent are marketers known for their feel-good campaigns, such as Coca-Cola and Macy’s , as well as technology companies. In years past, Best Buy and Apple have both had well-received holiday ads.
(From left: marketer, ad, agency)
1. Sears, Craftsman: “Maximum Versatility,” Y&R
2. USPS: “Extra Pair of Hands,” DraftFCB
3. Duracell: “Toys for Tots,” Acme Idea Co.
4. JC Penney: “Spirit of Giving,” Mother
5. Hallmark: “Christmas Memories,” Leo Burnett
6. Hallmark: “Just Tell Me,” Leo Burnett
7. Old Navy: “Colorful Christmas,” Crispin, Porter & Bogusky
8. Philadelphia Cream Cheese: “Holiday Favorite,” McGarryBowen
9. Target : “Dream Big Magic,” 72andSunny
10. Pizza Hut: “Big vs. Huge ,” The Martin Agency
View all the ads here.
To read the original article, visit AdAge.
