Copyright Adweek
It’s a tale of two holiday ads. As they head into the most crucial shopping season, Walmart and Target released dueling holiday campaigns on the same day in late October. Target is hoping to go viral again with its character Kris K., dubbed by some fans as “hot Santa.” Meanwhile, Walmart is trying to capitalize on a beloved entertainment property with a consumerist twist on Dr. Seuss’s Whoville. While they take different creative approaches, the campaigns point to how each business is faring. Days before unleashing its charming Santa, Target announced its biggest round of layoffs in a decade, after a leadership change and years of declining sales. Walmart is in a stronger position, with revenue up 4.8% in the last quarter and a booming ecommerce business. In this episode of Adspeak, ADWEEK editor-in-chief Ryan Joe and creativity editor Brittaney Kiefer unpack the creative tactics of each brand: what works, what doesn’t, and what might play better with audiences? They discuss what’s really going on behind the festive cheer, and which factors will contribute to a retailer coming out on top in the holiday ad contest. You can listen to this week’s episode of Adspeak below.
