Some of the most beleaguered brands in the country shined this holiday season.
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
View all the ads here.
To read the original article, visit AdAge.