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Sappiness sells! Most effective retail commercials had nostalgia, narrative

The most effective retail commercials this holiday season focused on nostalgia and narratives, not low prices, according to Nielsen IAG.

Two commercials each by Target and Best Buy made Nielsen’s list of the 10 most-liked holiday retail ads.

Best Buy received its best score on the “likeability index” with an ad featuring a blue-shirted employee talking about showing webcams to a man whose grandkids are in Africa.

Target’s most-liked ad featured a holiday school play, where costumed children chant in verse about finding good bargains at Target (“elves are elated; splurging is dated”).

Concludes the report: “People seem to most enjoy TV spots that make them feel good about the holidays … whether that be finding the perfect gift, being proud of their kids, or spending time with loved ones.”

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