Ask the Experts: Putting Three TVCs to the Test

Power Retail By Power Retail | 25 Nov 2020

From a sunny holiday by the pool to Christmas cheer in-store, the holiday season already looks so different from the others. Power Retail has asked two TVC experts to discuss and examine three retailer ads that are currently on the airwaves this season.

The Christmas season is upon us, and retailers have started to celebrate. We asked a series of retail and marketing experts, savvy shopper, Jo Munro, and MI Academy Managing Director, Alita Harvey-Rodriguez, to examine and discuss three retailer TVCs that are circulating across the country. Here’s what they thought.

TVC One: Surfstitch

What are your first impressions of this TVC?

Jo Munro: “Fun, illustrative, easy to grasp the concept. Nice tag line.”

Alita Harvey-Rodriguez: “Ha! Great campaign tag line.”

What do you like about this TVC?

Jo Munro: “Captures the pain of fitting rooms in an easy fun scenario.”

Alita Harvey-Rodriguez: “They’ve captured a lot in here, the ad speaks to the buyer and the gifter. As well as speaking to the ‘pain’ of shopping in-store in Summer. The good ol’ ‘man chair’. Let’s be honest, we’d rather be in a pool than in a sweaty change room!”

What aspects of the TVC could be improved?

Jo Munro: “Nothing.”

Alita Harvey-Rodriguez: “This is a tough one, the voice-over artist is a common voice and I think runs the risk of blending into many other TVC’s on the market right now. The only other thing would be dropping brands they stock at the end. I’m nitpicking; it’s a good ad.”

Does the TVC help you understand what the retailer is selling?

Jo Munro: “It is clear that shopping online gives you more time to spend enjoying yourself. It was clear and the tag line at the end reinforced the message.”

Alita Harvey-Rodriguez: “The ad really focused on the buyer persona’s vs product. However, I think they’ve done a reasonable job balancing understanding what they sell coupled with a good online shopping experience for those much-needed summer wardrobe updates.”

Based on this TVC, would you shop with this retailer?

Jo Munro: “I would definitely look at the retailer’s site.”

Alita Harvey-Rodriguez: “I’d definitely put them in my consideration pool (lol) when looking to update my summer wardrobe or looking for gifts.”

 

TVC Two: Catch


What are your first impressions of this TVC?

Jo Munro: “I didn’t understand what the focus of the ad was until the slogan at the end about Catch.”

Alita Harvey-Rodriguez: “A great Christmas themed continuation of this campaign for Catch.”

What do you like about this TVC?

Jo Munro: “Not much. The familiar names with the crazy characters were confusing and distracting.”

Alita Harvey-Rodriguez: “It’s just clever… The humour, the making the customer and the product/range the hero ‘Everyday Aussies’, it’s a nice balancing act between the two and they’ve done a great job creatively. Also is it wrong to laugh at ‘Ringo’s Star’ looking like/hoping he is going to fall off the stool putting the star on the tree? The struggle is real.”

What aspects of the TVC could be improved?

Jo Munro: “It is a very quick ad and perhaps needs more time to build up the concept.”

Alita Harvey-Rodriguez: “The only thing I think this ad misses is the great prices you can get from Catch. I love this campaign, it’s for every Aussie.”

Does the TVC help you understand what the retailer is selling?

Jo Munro: “No. I found it confusing. The point of the ad might be to be silly and memorable. However, it did not work for me.”

Alita Harvey-Rodriguez: “Absolutely, I think showing off the most random things you can buy like Carol books to Candy Cains shows you can buy almost anything at Catch.”

Based on this TVC, would you shop with this retailer?

Jo Munro: “No, I don’t think I would understand what the ad was about. I recognise the Catch brand so I know they are an online platform however not sure if all viewers would know that.”

Alita Harvey-Rodriguez: “For sure.”

 

TVC Three: Myer

 

What are your first impressions of this TVC?

Jo Munro: “I was expecting a Christmas carol with the orchestra (french horns etc) to begin with. The theme of catching up on all the celebrations we have missed during the year is fabulous.”

Alita Harvey-Rodriguez: “Get to the point…”

What do you like about this TVC?

Jo Munro:  “It speaks to the times. It recognises a tough year and builds into a celebration and upbeat note.”

Alita Harvey-Rodriguez: “Good on them for being so on topic! It’s been a year! It’s created a lot of social buzz with the WTF is Happy Congratulations!? Also the tagline bigger than Christmas, yeah it is! We get to celebrate seeing each other again!”

What aspects of the TVC could be improved?

Jo Munro: “Nothing really – I think it is a lovely positive brand piece for Myer.”

Alita Harvey-Rodriguez: “Hmmm, where do I start? I couldn’t tell if they couldn’t afford Tim Minchin? He has an iconic style that’s loved all over the world. That would have set this ad off with a bang! And this ad needs one. Most importantly, I thought the messaging could be perceived as insensitive and may put pressure on families to do something big and over the top when they’re struggling to eat because of job losses. I thought of all the people who have nothing, wondering how it would feel to watch this. Catch 22 with this one…”

Does the TVC help you understand what the retailer is selling?

Jo Munro: “It is selling the brand not the products.”

Alita Harvey-Rodriguez: “Not at all… For me, this ad is a bunch of fluff. They mention swapping Bali for your backyard, can I buy travel at Myer now?”

Based on this TVC, would you shop with this retailer?

Jo Munro: “It doesn’t have a call to action as such to drive store traffic but it does play on our history with the brand and Christmas.”

Alita Harvey-Rodriguez: “No. I think this ad relies on legacy shoppers knowing what Myer sells, but what about the new generation or customers who haven’t been in-store in many years… So much has changed in 2020? Has Myer? Do they still sell Christmas crackers and designer shoes? Who knows! Compare it to Catch’s ad I know what I can buy at Catch… I want a win for Myer as such an icon in Australian retail but I’m at a loss with this one! Sorry.”

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