At Accelerant Research, we regularly evaluate advertising performance to understand how creative strategy, cultural timing, and narrative choices shape consumer response. Using our proprietary Agora USA panel, we surveyed 250 Americans to assess four ads released this November: two Black Friday spots (tested head-to-head based on theme), and two sports-season ads. The results reveal how distinct storytelling approaches resonate in ahigh-competition advertising period.
Black Friday Ad Test: Walmart vs. Amazon
Walmart: Nostalgia Brought to Life
Walmart leaned into emotional familiarity with a whimsical return to the Grinch’s Whoville. By grounding its Black Friday message in a recognizable holiday universe, the ad sparked an emotional connection, with viewers feeling strong content relevance and consideration—boosting brand recall. Holiday movie nostalgia can elevate a retail promotion into a memorable moment.
Amazon: Warmth Through Everyday Storytelling
Amazon’s approach focused on a more universal narrative—the classic “kids table vs. adults table” family dinner dilemma. The creative leaned on both humor and connection, encouraging viewers to see their own traditions reflected in the ad’s storyline. The results were striking—the ad delivered exceptionally strong downstream performance, with consideration, purchase intent, likeliness to recommend, and content relevance each landing roughly twenty points above our norms.
The Winner & The Takeaway
Walmart’s playful nostalgia delivered stronger memorability, while Amazon’s narrative drove familiarity and relevance. So, which theme performed better? Both connected, but Amazon’s execution pulled ahead overall by converting attention into much stronger behavioral intent—an especially critical outcome for Black Friday retail messaging. Relatable humor can carry emotional weight even without nostalgia.
Both ads demonstrate that, in a crowded Black Friday landscape, emotional tone becomes a differentiator. Holiday advertising performs best when the creative remains more authentic rather than leaning solely on promotional messaging.
Sports-Season Ad Tests: Prime Video & Pepsi
Prime Video: Showcasing NBA Talent Through Playful Reveals
Prime Video centered its creative on a light-hearted visual hook: pro basketball players popping out of Prime delivery boxes to highlight that NBA games are now streaming on the platform. Viewers responded well to the straightforward humor and recognizable athletes: they saw Prime Video as a top competitor, with above average scores in brand consideration, purchase intent, and likeliness to recommend. Many also rated it stronger than what they typically see from similar brands. The ad’s simplicity worked to its advantage—making the platform benefit obvious while maintaining an upbeat, accessible tone.
Pepsi: Tailgating Energy and NFL Favorites
Pepsi tapped into football culture with an energetic tailgating narrative featuring well-known NFL athletes, including Josh Allen. The ad emphasized pre-game rituals and communal excitement. Viewers noticed the brand instantly and showed a high intent to purchase Pepsi for their next tailgate. They responded positively to the upbeat tone and strong brand fit, with intent signals shaped by the ad’s ability to harness the social dimension of sports fandom.
Key Takeaway
Both sports ads underscore the power of meeting consumers inside the cultural rhythms they already care about. Whether through NBA-centric playfulness or NFL-driven camaraderie, seasonally aligned creative amplifies emotional engagement and enhances brand salience.
Looking Ahead
November’s results reinforce a central insight: timing and tone matter. Ads that tap into seasonal cues—whether Black Friday urgency or sports-season energy—can magnify impact when supported by clear narrative strategy. At Accelerant, we’ll continue to track how brands adapt their storytelling as we move into the height of holiday advertising. Stay tuned for December’s roundup as creative trends shift toward year-end campaigns.
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