The battle between of the retailers is known as the fiercest competition there is.
Where the margin for error is so small, I mean one penny to much or too little and they don’t quite make it. One half second to slow or too fast and they don’t quite catch them. The penny’s they need are everywhere around them, in every opportunity in the industry, every price cut, every margin. Retailers need to fight for the advantage, retailers need to shred themselves and everyone around them into pieces for that single penny. Because when they add up all those pennies, they know that it can make all the difference, between winning and losing. Between being successful or failing. Because that’s what retailing is.
Now the only difference here is that there is a giant pond of water between these two, because this competition is between the Queens’ United Kingdom and the Bald Eagles of United States. They might not even compete against each other for market share but just for today, let’s say they do.
Because this my friends, is the battle of advertising. Where creative ideas rule making us drool in inspiration. In this game each team has big names playing for them, the Queens’ have a top scoring centre forward as Leo Burnett and the Eagles an All Star Quarter back in BBDO New York.
Where the audience is the ref, the judge and they always always has the final say.
So let the games begin!
Homebase to kickoff
and Lowe’s to receive
What are you thought’s because to be honest I feel this is a tight competition and there is very little difference between these two teams.
Both spots were flighted around the same time and the field of play is the giant pond and let’s be honest the overall difference between them is much of a muchness. Both focusing on improving the home, which is a given being they home “improvement” retailers. Both ads are creatively and visually appealing and these from what I can tell are the only slight differences.
Homebases’ key POD is mentioning a wider product offer and then it also spreads its wings to the garden and the biggest challenge of UK homes with space.
While Lowes’ intercepts with a seasonal refresh message, inching forward with the technological era driving eyes to an even wider offer of inspiration available on the app, dropping a big name such as Apple.
I wonder how many people actually received all those messages from those two ads.
Personally I like them both, therefore I’m calling it a draw.
Great game Leo’s and BBDO, great game and well played.
But what do you say?